The Marketing mix of PVR Cinemas analyses the 4Ps of PVR Cinemas, including the Product, Price, Place, and Promotions. PVR Cinemas is associated with the entertainment industry. It is a publicly-traded company of Indian origins. It was a joint venture between Village Roadshow Limited and Priya Exhibitors Private Limited on 40:60 ratios. The company started operations in 1997 and was founded by Mr Ajay Bijli. PVR Cinemas has the distinction of being the first multiplex cinema in India, and recently, it became the largest cinema chain in India after acquiring CineMax. It has several firsts to its credit as it introduced ticket booking and payment options via online channels. PVR Cinemas faces competition from the following companies.
About PVR Cinemas
- Type: Multiplex chain
- Industry: Cinema
- Founded: 1997
- Founder: Ajay Bijli
- Headquarters: Gurgaon, Haryana, India
- Area served: India
- Key people: Ajay Bijli (Chairman) and (CEO)
- Number of employees: 15,000
Table of Contents
PVR Cinemas Product Strategy
PVR Cinemas operates as a cinema and is the most popular one in India. The company realized the potential of innovative technology and operated and developed state-of-the-art multiplexes.
These offered qualitative and superior ambiance and were able to draw crowds in droves because of their novelty. PVR Cinemas uses updated technology systems like Xenon Technology, Digital-Cinema Technology, and Dolby Stereo-Sound-System. It earned 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 the best food options. PVR Cinemas also distributes and produces Hindi, English, and regional movies. It has entered into partnership deals to manage and operate coffee shops, pubs, and food courts and set up and run ice-skating rinks, karaoke centers, and bowling alleys.
PVR Limited, known for its chain of cinemas in India, offers diverse services and experiences beyond movie screenings.
- Movie Screenings: Regular Screenings: Showcasing many films, including Bollywood, Hollywood, and regional cinema; Special Screenings: Includes screenings of niche, art-house films and live screenings of sports and cultural events.
- Cinema Formats: PVR Cinemas: The standard cinema experience with comfortable seating and high-quality audio-visual systems; PVR ICON: Premium cinemas offering luxurious seating and enhanced customer service; PVR IMAX: Theaters are equipped with IMAX technology for an immersive movie-watching experience; PVR 4DX: Cinemas featuring motion seats and environmental effects for a more interactive experience; PVR Playhouse: Cinemas tailored for children with playful interiors and suitable movie selections.
- Food and Beverages: Concession Stands: Offering a range of snacks like popcorn, nachos, and beverages; Gourmet Food Options: PVR provides gourmet food choices and an expanded menu in select cinemas.
- Loyalty Programs: PVR Privilege: A loyalty program offering frequent movie-goers points, discounts, and other benefits.
- Advertising and Promotional Services: On-screen advertising: Providing advertising space before movie screenings; Off-Screen Advertising: Includes advertising opportunities in lobbies and common areas of the cinema.
- Event Hosting and Rentals: Private Screenings and Corporate Events: Offering theater rentals for private events, corporate gatherings, and special occasions.
- Merchandising: Movie Merchandise: Sale of movie-themed merchandise associated with various film releases.
PVR Cinemas Place Strategy
PVR Cinemas has a Pan-India presence, headquartered in Gurgaon in Haryana. It has spread its activities to one hundred and twenty-one locations in forty-seven cities and towns like Delhi, Noida, Faridabad in NCR Region, Jalandhar and Ludhiana in Punjab, Bhopal and Indore in Madhya Pradesh, Raipur and Bhilai in Chhattisgarh, Allahabad and Kanpur in Uttar Pradesh, Kolkata in West Bengal and Mysore and Bengaluru in Karnataka. Its widespread distribution network includes magnificent viewing with the help of five hundred and fifty-three screens.
- Strategic Location Selection: PVR Cinemas carefully selects locations for its theaters in high-traffic areas such as shopping malls, commercial complexes, and urban centers to maximize footfall and accessibility for a diverse audience.
- Nationwide Presence Across Major Cities: PVR has expanded its footprint across India, with a presence in major cities and metropolitan areas, ensuring comprehensive coverage and brand visibility in key markets.
- Multi-format Theaters: PVR offers different cinema formats like IMAX, 4DX, and Playhouse, strategically placed in select locations to cater to specific market segments, from families and children to technology enthusiasts and luxury seekers.
- Online Ticket Booking Platforms: Recognizing the shift towards digital, PVR provides easy and convenient online booking options through its website and mobile app, catering to the tech-savvy, convenience-seeking urban population.
- Partnerships with Online Aggregators: PVR collaborates with online ticketing platforms and aggregators to ensure wider accessibility and convenience for customers, expanding its reach beyond traditional box office sales.
PVR Cinemas Pricing Strategy
PVR Cinemas has targeted the upper and upper-middle class from a semi-urban and urban section of society as its potential customers. The company is committed to offering its esteemed customers the best products and services. It has gained a first-mover advantage over rival brands and does not bother much about ticket prices. Besides cinema broadcasting, PVR Cinemas earns further revenues from advertisements, product displays, and selling beverages and food items in multiplex premises.
PVR Cinemas has adopted a mid-premium pricing policy and has kept its ticket prices marginally higher than other brands. It is sure of its customer loyalty because it offers premium and quality services and products at mid-premium prices. Today’s generation wants the best, even if they must shed a few extra bucks to gain them. PVR Cinemas has implemented a promotional pricing policy and offers incentives such as free tickets and coupons for beverages at reduced prices and other vouchers to increase sales volumes and garner further revenues.
- Dynamic Pricing Model: PVR adopts a dynamic pricing strategy where ticket prices vary based on the day of the week, show timings, and movie popularity. Higher prices are typically charged for weekend shows and peak hours, capitalizing on higher demand, while weekdays see more moderate pricing to attract a steady flow of patrons.
- Premium Pricing for Enhanced Experiences: For its specialized formats like IMAX, 4DX, and PVR Gold, the company charges a premium over standard ticket prices. This reflects the enhanced viewing experience, superior technology, and additional comforts offered in these formats, targeting customers seeking a luxury cinema experience.
- Tiered Seating Pricing: PVR often implements tiered pricing within a single auditorium, where seats with more desirable views or features (like recliners) are priced higher. This strategy caters to different spending capacities and preferences within the same audience.
- Promotional Offers and Discounts: PVR strategically uses promotional pricing, offering discounts and bundled deals during off-peak times or for specific customer segments (like students or corporate partnerships). This approach helps drive footfall during lean periods and fosters customer loyalty.
- Membership and Loyalty Programs: Through the PVR Privilege program, the company offers a loyalty pricing strategy where frequent patrons accumulate points and enjoy benefits like discounts, free tickets, and exclusive offers. This not only encourages repeat visits but also enhances customer retention.
PVR Cinemas Promotion Strategy
Advertising and marketing are two essential aspects of services. PVR Cinemas has a substantial brand equity and recall. It has implemented several promotional activities to create positive brand awareness in the consumer market. It uses print media to gain exposure and create a market for its products. PVR Cinemas advertises its multiplex theatres by informing the public about its numerous shows and their timings.
Latest schedules are updated regularly to keep audiences aware of the changes. New developments are instantly communicated via press releases. PVR has collaborated with Airtel, a cellular brand, to organize contests that require customer participation. Both brands gain immensely as they give free tickets to lucky customers. As part of promotional activities, PVR Cinemas hosts several launch parties for its movies and invites famous movie stars.
Some Recent Video ads and Print ads for PVR are:
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