INTRODUCTION

Priya Village Roadshow (PVR) Cinemasis one

of the largest cinema chains inIndia.
The company, which as a joint venture agreement
between Priya Exhibitors Private Limited
andVillage Roadshow Limitedin 1995 with 60:40
ratio, began its commercial operations in June
1997 with the launch of PVR Anupam inSaket,
India's firstmultiplex.
By introducing the multiplex concept in India, PVR
Cinemasbrought in a whole new paradigm shift to
the cinema viewing experience: high class seating,
state-of-the-art screens and audio-visual systems.

PVRs 7 Ps of Marketing
Service Product:
The core benefit is the MOVIES that a customer comes
to a cinema hall along with the attendant
experience of PVR Cinemas. Thus, we can say the
following are the expected product in the case of
PVR :

Luxury Cinema.
Bulk Cinemas.
E-Booking and Tele Booking.
Parties at PVR.
Movie newsletter and vouchers.

PVR Cinemas also provides a reliable and

responsive service package which include many
tangible elements such as well maintained movie
halls, restrooms and trained employees who handle
their duties with empathy.

Price:

PVR when it initially started off had a huge

advantage of being only one of its kind in Delhi to
begin with. Therefore they could charge a higher
amount to its customers as they were willing to
pay it for the new concept. This high pricing
helped them make maximum gains.
In the case of PVR, they make use of all their
tangible elements to prove to the customers that
the movies tickets are worth the price they are
paying for it.
Prices that had originally started at Rs. 125(for
evening shows) and Rs. 90(for morning shows)

New weekend releases are priced at higher rates

ranging from Rs.250-Rs.300 according to the
seating preference.
PVR Priya has a slightly different pricing system
which varies from Rs.45 to Rs.150 for different
slabs of customers.
The pricing at elite PVR Cinemas such as PVR
Europa is Rs. 160 and Rs. 750 for a Gold Class
ticket. It offers superior ambience, environment,
seating, viewing etc. in the sum.

Place/Distribution:

The factor of location is very important keeping in

view the potential markets in terms of channel
selection and distribution.
All PVR cinema halls are stationed at good
locations in the city.
This enables them to gather a number of footfalls
everyday.
PVR opens its outlets at eventful yet untapped
locations.
PVR has no other channel of distribution, as their

Promotion:
Promotion is a very vital part of the marketing mix
especially in the case of services.
PVR as a brand indulges into print advertisements on
every Friday giving out the latest movie schedule.
Any new developments are communicated to the
customers via press releases.
They are also in collaboration with cellular services like
Airtel which have SMS and win contests which promote
both brands significantly and give out free tickets to the
lucky customers.
PVR hosts various premier shows with leading movie

People
Employees are internal Customers.
30 employees at the corporate level.
50-60 employees at each cinema headed by a
Cinema General Manager.
For the customers convenience, The nature of all
employees is very friendly, informed, helpful, reliable,
soothing, cheerful and youth-like. Therefore, the
audience can easily relate and communicate with
them.

Physical Evidence
Ambient factors.
Design Factors.

Interior

Exterior

Process
It was the first cinema company to introduce
computerized ticketing through use of international box
office software in its cinemas.
First cinema to accept credit cards in India against
tickets.
First to offer cinema tickets on 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.

BLUEPRINT

 Intermission

Credits on

GAPS IN SERVICE

GAP 1 : Knowledge Gap

Gap closed
EFFORTS MADE TO
CLOSE THE GAP:
Interaction through Social
Media.
Good CRM practices.
Good market research.

Gap 1
Company
Perceptions of
Consumer
Expectations

GAP 2: Standards Gap

Gap closed.
EFFORTS MADE TO
CLOSE THE GAP:
Well-defined blueprint.
Customer oriented service
design.
Good ambience.
Cleanliness.
Physical evidence.

Customer-Driven
Service Designs and
Standards

Gap 2

Company Perceptions
of Consumer
Expectations

GAP 3: Delivery Gap

Gap exists.
Reasons:
Deficiency in HR polices.
Some customers who
negatively impact other
customers.

Service
Delivery

Gap 3
Customer-Driven
Service Designs and
Standards

GAP 4 : Internal Communication

Gap
Service
Delivery

Gap 4

External
Communications
to Customers

Gap exists.
Reasons:
Lack of education for customers
Lack of Internal marketing.
Absence of customer expection management
through all forms of communication.

SERVPERF

Reliability
The movie started as per the timings
Munches are properly served as
promised
The seats are relaxing as promised
There is no flaw in quality of food

Assurance
The server know about all the
combos
The ticketing person books the ticket
without err
The sales person gives ongoing
reviews of the movie
The gate person guided to the right
seats

Responsiveness
The attendant is available whenever
required
Whenever there is a conflict, it is
resolved quickly
The telephone help-line respond
when called
The munching order was ready
quickly.

Empathy
The gate attendant has an affable
deportment
The reservation assistant is
courteous at all times
The manager give individual
attention for any help required
The employees considered all the
appropriate needs

Tangibility
The screens are fully HD quality
The sound is clearly audible and not too
loud or slow
The staff is well groomed
The seats in the hall are comfortable
The waiting lounge area and facilities
are engaging
The rest rooms are clean and equipped
with toiletries

4.5
RESPONSIVENESS
4.9
EMPATHY
5.6

TANGIBILITY

4.8

ASSURANCE

6.7

RELIABILITY
0

CRM &
Managing Demand
and Supply

Customer
Relationship
Management

Social Media

Facebook

Twitter

Membership Benefits
No Membership plans
Tie-ups with banks

Managing Demand
& Capacity for PVR
Cinemas

Demand Patters

High Demand during:

Weekends
Evening Shows
Public Holidays
Festivals
Summer Vacations
Hit Films

Low Demand during:

Weekdays
Matinee Shows
Flop films
High Pricing
Special Events
Calamity

Supply

No of Screens
No of shows
Labour
Quality of Films

Strategies for shifting demand to

match capacity
Demand too high Shift Demand Demand too low
Increase Price
Increase no of
shows

Reduce price
Decrease no of
shows
Flexible Timings
Increase
Advertising
activities

Strategies for adjusting capacity to

match demand
Demand too highAdjust Capacity Demand too low
Cross-training
employees
Part time
Maintenance/
employees
Renovation
Employee
Vacations

Waiting Line
Strategies

Different ways for ticket

booking

Suggestions for meeting

Demand & Supply

GROUP - 3
TIRUP PATEL
VIVEK JHALA
AYUSH KHETAN
AASHRAY LAL
AMRIT RAJ KAPOOR

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