Cathay Cinema
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Transcript of Cathay Cinema
CATHAY CINEMA
Group Members: Goh Cai YunLow Hui EeNg Pei Qi
Toh Mei SiewWu Su Fan
objectives
• The market opportunities and target markets• Evaluation of the competitive environment• Our proposed new marketing strategy• Feasibility of our strategy
Overview of Cathay • Vision: To be a leading corporation engaged in
providing quality and wholesome family entertainment, leisure and lifestyle and property management services.
• Mission: To enhance customers' satisfaction, provide a quality working environment for our employees and serve as a responsible corporate citizen.
Competitive Environment
Current Strategies
Package promotions Partnership with companies Events to attract potential customers
TOWSThreats Home theatre system Internet Competitors Censorship
Opportunities Venturing into heartlandsCreating a wholesome movie-going experienceOlder patrons- local productsCollaboration
Weaknesses Lack of membership benefits Imperfect Information/Publications Undifferentiated promotion packages
Strengths Location Events to attract potential customers Iconic Image of its buildings
Goals: • Retain existing consumer base, promote
consumer loyalty – Prestige card• Enhance overall viewing experience – more
publicity stunts
Our Proposed Strategy
Prestige CardFeatures:• Accumulate loyalty points• Member benefits• First 500 card members get 50 points free• Online application or at counter• Referral points• First year free membership• $10 renewal applies for subsequent years
Prestige Card
Promoting the Prestige Card
• Revamp website• Pre-screening advertisement• Freebies for selected movies at all Cathay
Cinema outlets• Briefing session for ticketing staff• Brochures available at Cathay Cinema outlets• 3D posters
EvaluationTask/Aspect Estimated Cost ($)
Production of Prestige Cards 50, 000
Production of 3D posters Printing of brochures
10, 000
Software & Maintenance 100, 000
Publicity stunts 50, 000
Advertisement 100, 000
Revamping of webpage & Maintenance 10, 000
Total 320, 000
EvaluationIn the Short Run:• Cost for implementing new marketing strategy• Time lag for consumer responseIn the Long Run:• Attainable profits• Consumer loyalty• Greater market share• Better organisation image
References
• http://www.sfc.org.sg/main.html• www.cathay.com.sg• Ravindran, N. Singapore Institute of
Management, 2007.• Douglas Tseng. The Straits Times. Hub and
glory.