Media and Communication Services Industry in India. Report on Cinepolis
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Sector Media &CommunicationCompany - Cinepolis Group 5, Se
Arpit Jain (1!a"ul Jain (1Atul #upta ($i%e 'ayar As"is" Mis"rMayan #upMant"an A*(1401010 ,
aus"i an !a(1401030/3
Mar etin. o Ser%ices
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rie %er%ie+ Media and Communicationndustry
ntertainment
5ele%ision
#amin.
Animation & $67
8
Music9i.ital
Ad%ertisin.
!adio
6ilms
rint
Segment Value ($ 5ele%ision
rint
6ilms
9i.italAd%ertisin.
Animtion and$67
#amin.
!adio
8
Music
Spllit into Ma*or Se.ments
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'ature and Scope o t"e ndustry
8i."ly ra.mented industry; 'o sin.le company "as enou." s"are to
in=uence t"e entire sector 8i." >?ed costs and "i."ly peris"a@le products
8i." capital re uirements
Access to distri@ution is diBcult
ncreasin. num@er o content pro%iders
Consumers loyalty to+ards one c"annel is less as a %ariety o alternate
sources are a%aila@le
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#lo@al Conte?t o t"e ndustry
5"ird ar.est 5$Mar et 1)/ Million 5$ Sets D
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ndustry SiFe & ro*ected #ro+t"
6GH0/ 6GH0( 6GH10 6GH11 6GH12 6GH13 6GH14 6GH1,: 6GH1): 6GH1%e years +ill see di.ital tec"nolo.ies increase t"eir in=uence all across t"e
industry leadin. to a sea c"an.e in consumer @e"a%iour across all se.ments
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Mar et S"are o Ma*or ndustry Se.ments in 2014
4
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6orecasted Mar et Se.mentation in201
5ele%ision print and >lm
accounted or /4;3E mar
in 2014 rint media +ould @e
lar.est and 8 !
#amin. is e?pected to c
2E to t"e entire industry @ 5ele%ision is e?pected
more mar et s"are in t"
years and e?ptected to c
"al o t"e total mar et @
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5ele%ision ar.est and 6astest #ro+in. Se.ment
6GH14 6GH1(6
'()& '*)+
+#)' +$)(
Su@scr iption !e%enue 5$ Ad%ertisin.
Kit" a .ro+t" rate o 1,;/E in 2011 ndian tele%ision industry stood second +"en compared+it" ! C and ot"er ma*or de%eloped economies
n 2014 ndia tele%ision industry deri%ed its ma*or re%enues rom su@scription c"ar.es; 5"etrend is e?pected to remain t"e same t"rou." t"e ne?t , years +it" minor %ariation
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8i." #ro+t" in !adio Animation #amin. and 9i.italAd%ertisin.
n u!tr" -.pecte C/G0 from # %&1%*
9i.ital Ad%ertisin. 30;2/E
#amin. 14;3/E
!adio 1/;20E
Animation 1);40E
Kit" increasin. use o internet and ot"er di.ital resources 9i.ital Ad%ertisin.is e?pected to .ro+ at t"e astest rate amon. peers li e print media radioand outdoor ad%ertisin.;
9urin. 2014-1 t"ese se.ments are e?pected to increase at t"eollo+in. le%els:
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Ad%ertisin. !e%enues
3
3);,
1,;4
, 4;1
Sale!
rint 5$9i.ital Ad%ertisin.
8!adio
5otal spendin. on ad%ertisin. acr
media stood at D ); n
e?pected to touc" D
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9emand 9ri%ers
!isin. ncome e%els& ncreased nternetIsa.e %ol%in. i estyles
leadin. to a "i."erdemand o aspirationalproducts
ncreased usa.e o 3# 4#and porta@le de%ices
ncreasin.n%estments
8i."er 69 n=o+s ncreasin. M&A acti%ity ntry o @i. players
across all se.ment o t"eindustry
olicy Support ncreasin. 69 li 9i.itiFation o ca
distri@ution ncreasin. li@erand ta? rela?atio
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ottlenec s in ntertainment ndustry
ndia is only second to C"ina in t"e Asia aci>c re.ion interms o users accessin. pirated content online
ac o proper le.al rame+or to deal +it" copyri."tin rin.ementiracy
ndia +it" 2;0 M@ps a%era.e connection speed o 2M@ps is ran ed amon. t"e lo+est in t"e +orld inconnection speeds
9iBcult or comapanies to pu@lis" media online orcustomers
oor and+idt"
ac o ro@ust payment mec"anisms to ma e contentaccessi@le on t"e internet
irated content easily a%aila@le on t"e internet
ac o 9i.italayment #ate+ays
( ay per %ie+ !ise in t"e num@er o serious .amers due to launc" o
premium consoles 9iBcult or companies to ma e it accesi@le to more
customers
8i." 5a? ncidence
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#o%ernment nitiati%es
9i.itiFin. t"e ca@le distri@ution sector to attract .reater institutional undin.
69 limit rom nancial and mar etin. resources
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9e%elopment n%estments
Cinepolis ndia ri%ate imited t"e ndian mo%ie e?"i@ition arm o Me?ican
c"ain Cinepolis "as plans to add )0 screens to ta e its total count to o%er 2,0
screens @y t"e end o 201,
S5A! ndia a unit o 21st Century 6o? ac uired t"e entire @roadcast @usiness
o MAA 5ele%ision 'et+or
'et=i? one o t"e leadin. on-demand internet streamin. media companies in
t"e +orld "as >rmed up its plans to enter ndian mar et @y 201) Carni%al 6ilms ri%ate imited ac uired Star.aFe ntertainment ri%ate
imited a multiple? company rom a unit o Mu es" Am@ani-controlled
'et+or 1/ Media and n%estments imited;
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S ill 9e%elopment
mployment in Media andcommunication industry 0;4mn
ro*ected to .ro+ at a CA#! o 13E
ac o *o@ security use o
reelancers unattracti%e entry
salaries at entry le%els are t"e
reasons or people not applyin. or
t"e *o@s
, ,1,
3,
40
-mplo"ment # %+ (% 2 3 &
Animation$67 and#amin.
5ele%ision C
Source: Media & ntertainment 'S9C s ill study 201,
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n%estment in t"e Sector
5rends o n%estment ($olume and $alue
((
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6ilm ndustry er ormance
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Cinepolis in ndia
1 st nternational Multiple? c"ain esta@lis"ed t"rou." a 100E69 route
pened 1 st cinema in Amritsar in 200
Ac uired 6I' Cinemas in 2014
3 rd lar.est player ( collection Attendance
4 t" lar.est in ndia (Screen Count
nly operator o 2 me.aple?es in ndia (as o May 201,
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Cinepolis in ndia
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S60-7G681 KorldHs 4t" lar.est multiple? c"ain +it"operations in 12 countries2 ar.est operator o lu?ury cinema .lo@ally3 n "ouse .ourmet ood e?pertise4 Strate.ic tie ups +it" !entra !eal-9Osystems and MA7 in ndia, Can tie up +it" mo%ie producers or >lmpromotions in atin America
9-/:7-SS1 ac o 1st mo%er ad%anta.e
2 9istri@utor s"are pretty "i." nearin. to4
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IS 6rance Spain I #ermany Japan C"ina ndia
0
20
40
)0
/0
100
120
140
12,
/, /2
)1,lm arran.ed to orm a star
'ame +ritten ne?t to it +it" an emp"asis on VeL or t"e ri."t pronunciation
Com@ination o yello+ and @lue to con%ey t"at t"e @rand stands or "appiness and un
U0>
cinepolis;com and cinepolisindia;com
arent companyLs I! carries t"e name alone a .ood +ay to s"o+ aut"enticity and uni ueness
ndian operations carry VindiaL alon. +it" actual name an indicator t"at t"e ndian operations are independent
d l ( d
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rand lements (contd; C aracter
'o c"aracters are used in t"e mar etin. communications t is *usti>ed as t"e name stands or a VplaceL and not a Vc"aracterL
Slogan V a Capital del CineL or VCapital o CinemaL !etains t"e +ord VcineL rom t"e name to emp"asiFe on +"at t"e @rand oPers S"o+s t"e dominance o t"e @rand in t"e industry +it" t"e +ord VcapitalL
Eingle 'o *in.les are used @y Cinepolis or Cinepolis ndia n line +it" companyLs ad%ertisin. strate.y arent company ad%ertises in countries li e raFil ISA @ut doesnLt use *in.les
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Cinepolis Pers
Cinepolis
$
MA7
!eal9
39
9ol@y
Atmos
497
CoP ee
5ree
S %i i
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Ser%ice ine Cinepoli!
asic multiple? +it" all t"e re uired acilities
rices and acilities at par +it" ma*or competitors
Cinepoli!V < u?urious cinema +atc"in. e?perience
est-in-Class seats and customer ser%ice
M/@
8as t"e capacity to record and display ima.es o ar .reater siFe and resolution t"ancon%entional >lm systems
Cinepolis is one o t"e e+ multiple? c"ains to s"o+case mo%ies in MA7 standards
Ser%ice ine (contd;
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Ser%ice ine (contd; &D@
A ully immersi%e mo%ie e?perience +it" a real simulation o ePects li e motion seats +ater
+ind o. li."tenin. and scents
ndiaLs >rst 497
Dol=" /tmo! 5"e >rst truly immersi%e surround sound t"eatre e?perience
0ealD +D A di.ital stereoscopic pro*ection tec"nolo.y made and sold @y !eal9
Currently t"e most +idely used tec"nolo.y or +atc"in. 39 >lms in t"eatres;
CoFee6ree an Cinecafe ?clusi%e .ourmet ood e?perience
Pers more %arieties t"an competitors
ricin Strate y
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ricin. Strate.y
Market ;riente
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Communication Mi?
Communication Mi?
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Communication Mi?
Communication Mi?
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Communication Mi?
Communication Mi?
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Communication Mi?
6uture Mar etin Strate y
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6uture Mar etin. Strate.y
9i.ital 9isplay Ads (!etar.etin. Ke@site 5a eo%ers @lasts and e'e+sletters #eo & e"a%ioral 5ar.etin. (Cate.ory
a@andoned cart Social Media (6 5+ nsta.ram
rint Ma*or 'e+spapers Community 'e+spapers i estyle Ma.aFines Community Ma.aFines #eo 5ar.eted nserts
8 ill@oards Mo@ile ill@oards us S"elters us Kraps
9irect Mail #eo 9emo tar.eted "i."-end m
! ocal %ents Sponsors"ips 6undraisers & 9onations
!e%enue Mana ement
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!e%enue Mana.ement
6ood and @e%era.e operations in"ouse
eases =oor space on a rent plusre%enue s"arin. model
o? oBce collection ul Sales 5"eatre ad%ertisements u?ury cinema Mo%ie %ouc"ers
!oad@loc s in !e%enue Mana ement
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!oad@loc s in !e%enue Mana.ement
nly 30E re%enue comes rom in "ouse @e%era.es nline @oo in.s contri@ute up to 30E o t"e re%enue 9elay in #o%ernment appro%als or esta@lis"in. ne+ cinema
"all #o%ernment re.ulations in certain .eo.rap"ies leadin. to
re%enue loss 9elay in "andin. o%er t"e premises o desi.nated spaces
iracy
Ser%ice rocess
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Ser%ice rocess
ottlenec s in ser%ice process
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p
9ue to paucity o staP resource allocation at ood counter and @o?oBce counter poses a @i. c"allen.e
ac o tec"nical o staP to support .litc"es encountered at iosmac"ines
nconsistency in customer e?perience due to "i." demand at pea"ours
9emand and Supply
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pp y
5"e %ariation can @e attri@uted to many actors li e @i. releases to+ards t"e last 2uarters ( id 9i+ali and C"ristmas etc;
#enerally Supply ( o? Bce tic ets leads t"e 9emand e?cept or i. 5ic et releasesand esti%e seasons
uarter /Aerage ;ccupanc"1 (Jan-Marc" 1)E
2 (April-June 2)E
3 (July-Septem@er 32E
4 ( cto@er-9ecem@er 4,E
n sync +it" t"e industry a%era.e t"e a%era.e occupancy rate per year isclose to 2,-30E
5"ere is a %ariation in t"e occupancy rate in eac" uarter
9emand and Supply (contd;
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pp y ( ; n concessions department( 6ood and e%era.es t"e demand is close to or .reater
t"an t"e supply as a .ood num@er o customers "a%e to @e ser%ed in t"e inter%al .ap+"ic" is an operational c"allen.e
CompanyLs ocus is to eep demand and supply +ell @alanced and on eepin.optimum capacity or ma*or part
Deman Management Strateg"H
5"ere are t+o ma*or demand mana.ement strate.ies : Matc" 9emand to Capacityand Matc"in. Capacity to 9emand
Cinepolis uses a mi?ed strate.y in lean periods ocus is on increasin. +al ins +"ic"is acilitated @y special oPers special prices or certain s"o+s etc; Also since t"edemand is more or less cyclical c"an.es in staP count ta e place +"en an increaseddemand is anticipated
9emand and Supply (contd;
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0ecommen ation! for matc ing Deman an Suppl"
Bo. ;Ice Carry out diPerential pricin. strate.y or s"o+s +"ic" "a%e lo+er
occupancy Come up +it" specially curated oPers li e uy 1 #et 1W uy 2 #et 1
sc"emes to increase demand in ncrease Customer articipation in%est in tec"nolo.y and promote -
@oo in. o tic ets +"ic" +ould cut manual costs and +aitin. time at o?Bce or customers
ncrease ocus on ul oo in.s +"ic" +ould "elp increase demand inlean season
Conce!!ion! Cross 5rain mployees : mployees s"ould @e trained in all aspects-
Is"erin. Concession Ser%er CoPee 5ree Ser%er and o? Bceoperations so as to meet demand
Moti%ate customers to opt or ser%e-on-seat oPer
pp y ( ;
Customer i etime
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$alueSimple C>V'o; o Attendees in t"e last year 11 11/ 2
5otal Mar etin. ud.et ( Assumin.
20E o !e%enues
4
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ac"ie%ed $ can pro%ide an e?act >.ure or t"e companyHs lar.est asset +"ic" israrely mentioned in t"e Annual !eport; 5"e calculations [email protected] to ollo+ t"e pro.ress o%er time and to inter%ene i e%entsstart mo%in. in t"e +ron. direction
C $ could @e used to calculate t"e pro>ta@ility o an unc"an.edac uisition strate.y compared +it" an alternati%e uture strate.y @asedon customer retention and de%elopment
6orecastin. +it" customer satis action is possi@le usin. C $
Company can ac"ie%e muc" @etter results (suc" as a+areness and
ima.e @y c"oosin. tar.et .roups communication c"annels and e%ent"e messa.e to @e deli%ered usin. C $
5"e uture pro>t rom an in%estment in a ne+ loyalty pro.rammeincludin. t"e results o diPerent orms o customer re+ards (discountse?clusi%e oPers special ser%ice up.radin. etc; could @e learned @ycalculatin. C $ +it" a loyalty pro.ramme
Customer i etime $alue : !ecommendation
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Cinepolis oyalty ro.ram s"ould @e ocused on t"e diPerentcustomer se.ments
5ar.eted oPers s"ould @e pro%ided to t"e o+ners 9iscountin. or ot"er lucrati%e oPers +it" immediate returns
s"ould @e pro%ided rat"er t"an t"e current met"od 6ocus s"ould @e on increasin. customer @ase in t"e oyalty
pro.ram to le%era.e customer in ormation Ise o SeasonLs pass to increase i etime $alue and reduce
C"urnin. s"ould @e ocused on Company s"ould ocus on its superior oPerin.s li e 49? 9ol@y
and 39 to increase t"e C $
Ser%ice Mar etin. 5rian.le
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Ser%ice $alue C"ain
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mployee mpo+erment in Ser%ice 9eli%ery
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ene>ts: uic er responses
employees eel moreresponsi@le employees tend to interact
+it" +armt" ent"usiasm empo+ered employees are
a .reat source o ideas positi%e +ord-o -mout"
rom customers
9ra+@ac s: .reater in%estments i
selection and trainin. "i."er la@or costs slo+er and or incons
deli%ery may %iolate custome
perceptions o air p Y.i%in. a+ay t"e store
(ma in. @ad decisio
Customers !ole in Ser%ice 9eli%ery
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Ypartial employeesZ contri@utin. ePort time or ot"er resources to
t"e production process Customer inputs can aPect or.aniFationLs
producti%ity
roducti%e Sources
Customers can contri@ute to t"eir o+n satisfaction +it" t"e ser%ice
@y per ormin. t"eir role ePecti%ely @y +or in. +it" t"e ser%ice pro%ider
t"e quality o t"e ser%ice t"ey recei%e @y as in. uestions
@y ta in. responsi@ility or t"eir o+nsatis action @y complainin. +"en t"ere is a ser%ice
ailure
Uuality & Satis action
Customers may YcompeteZ +it" t"e ser%ice pro%ider Y nternal e?c"an.eZ %s; Y ?ternal e?c"an.eZ
Competitors
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