Kelly Hecht, Emmett Corboy, Maria Tagle
IMC Objectives & Strategies 18 Positioning & Campaign
Theme 19 Creative Recommendations 20 Objectives for Advertising 21 Sales Promotions Recommendations
22 Direct Marketing Recommendations
23 Internet/Interactive
Recommendations 24 PR Recommendations 25 Personal Selling
Recommendations 26 Campaign Flowchart 27 Measurement &
Evaluation 28 Budget Summary 29 Conclusion 30
Industry Background 4
Company Snapshot 5
Brand Review 6-7
Competitive Review 8
Buyer Analysis 9
SWOT Analysis 10
Marketing Goals 11-12
Target Market 13
Promotional Program Situation Analysis
14-15
Review of Past/Existing Programs 16
Before & After 17
Size (2007) #of Teens/College-age
moviegoers : 48 million # of 25-39 year-old
moviegoers: 47 million Growth: Negative (July ’06-
July ‘07) 12-24 year old movie-goers
decreased 3% 25-39 year old movie goers
decreased 7% Current Trends:
overall decrease in attendance
increase in ticket prices slow growth in core
demographic group Market share dominated by 4
main exhibitors▪ Operate 19% of theaters, but
control 42% of screens
Macro-environment Factors/Issues: Economic: recession
causing decreased disposable income and increased costs & prices
Legal: increase in Black market activities to provide bootleg DVDs
Technological: development of home theater systems, HD content, shorter time period between theatrical & DVD release
Legal: FCC requirement for broadcasters to convert to digital consumer movement to use grade televisions
Brief Description At Premier Cinemas, our goal is give the moviegoer
the red carpet treatment as if they are the stars of the film.
We will offer first-run movies, have a restaurant in every multiplex, and have a gift shop that sells movie memorabilia.
To cap off the experience of being a star, there will be a red carpet leading to the entrance
Place in the Industry: Premier Cinema is going to be a nation-wide chain
of multiplexes holding 14 theaters in each facility. We will have to start out in limited, prime locations,
but plan to grow to suburbs and other locations.
Key Benefits stable industry that has been in business since
the early 1900s Brand Image
Premier Cinema will offer a new way for the public to go see and experience movies by treating the customer like the star.
Positioning we are offering the customer a unique movie
going experience that has never been offered before
Perceptual Map Premier Cinema will offer a high quality
experience at a reasonable price for the middle-class American.
Key Direct Competitors: other major theaters & brands Regal (Regal, United Artists,
Edwards) Cinemark (Cinemark, Century) Carmike (Carmike)
Indirect Competitors: black market (bootleg movies) substitutes for entertainment
(plays, concerts) Home viewing options Internet sources Cable & TV
2006
2007
06-07
Sales
Share %
Sales
Share %
Change %
Regal 1,727
18.2 1,832
19 6.1
AMC 1,442
15.2 1,598
16.5 10.8
Cinemark
847 8.9 906 9.4 6.9
Carmike 324 3.4 327 3.4 1
All other 5,147
54.2 4,993
51.7 -3
Total 9487
100 9656
100 1.8Overall Assessment
Regal holds leadership in sales & screen count AMC leads sales growth (acquisition of Loews)Outside top 4, market is fragmented & market
share is diminishing
Statistics provided by Mintel
User ProfileDemographics: most frequent movie goers are ages 12-24Psychographics: attendance due to the desire for entertainment, appreciation of film, and/or a place to “escape” Behaviorist Factors: frequent movie goers attend a movie at least once a month
Who buys? All demographics ages 12 and up
Who influences purchase decision? Advertisers, peers, family members
Decision CriteriaPriceMovie times & locationsAvailable movies showing (quality: are there movies worth seeing?)
Opportunities Tap into a market that
traditionally looks more toward plays by offering more of what they are used to getting.
Threats Competing movie
theaters might begin to offer the same kind of service
Competing theaters may be able to offer the same movie ticket for less money to somebody who is only interested in viewing the movie.
Goals: Sales Volume (in
millions):
▪ 1500-1700 ▪ Based on AMC sales
(mother company) and Regal sales (leading exhibitor)
Market Share: 20% Increase AMC’s
market share from 16.5% to surpass Regal
GENERATE SALES REVENUE:
Annual Revenue: 7.5 million Box Office Receipts:
$5.2 mil Concessions: $2.25 mil Advertising: $375,000
PROFIT
After including many costs (labor, facility), Premier Cinemas hopes to generate approximately 2.8 million gross profit annually
Primary Target Market: Families and Young adults (ages 12-34)• With making the customer the movie star,
everyday ordinary families and young people would best fit this vision
Secondary Target Market: Elderly• Additional customers that exist outside of our
primary target market who may or may not choose the movies as a preferred choice of recreation
Current Situation: Tired brand, bought out by AMC Theatres
Company’s History: Family-controlled drive-in theater chain in the early 1950s
Products and Services: Movie Theatre- first drive-in, then indoor theatres, then acquired hip, new graphics
Past Market Research: Suggested people ate either before or after a
movie and this led to partnering with restaurant brands
Competitive status: General Cinema was competing with the major
theatre chains including AMC, Carmike, Cinemark and Regal, and all the other chains out there
Strengths: more personalized experience
Weaknesses: lots of competition have less screens less outlets
Past Programs: Originally drive-in theatre and as society started
modernizing cinemas, built indoor theatres Past Promotion Mix:
Created a joint venture with Cinema Grill.Goal was to provide excellent food service while showing a
movie for $15 Sales for gift cards that year was $40,000
Strengths have a very unique, personalized experience most movie
goers wouldn’t get elsewhere Weaknesses
major competition with many more screens and outlets make it hard for
Overall Assessment: Recently bought out by AMC in 2002, General Cinema (now Premier Cinema) became a dead brand that needs a new brand management team to revive it.
GENERAL CINEMAS…………
Awareness Objectives: Increase exposure and awareness of Premier Cinemas
by 50% by its opening in July 2010 Preference Objectives:
Increase attendance by 65% in a 3 month period after opening
Campaign Strategies: Increase exposure and awareness by using a large
variety of marketing literature, such as direct mailers and radio spots
Advertise in special interest magazines, on radio, TV Have an interactive website and in-store displays in
related retailers. (i.e.: Best Buy) Sponsor events (i.e.: Oscars)
*Positioning Statement: Premier Cinemas provides a unique “night on the red carpet” experience, offering high quality visual & sound systems, comfortable luxury seating, restaurant and bar, and exceptional VIP customer service.
* Positioning Strategy: Premier Cinemas will be more than just a movie theater, it will be an total “night out” experience
• Theater Attributes: comfortable luxury seating, restaurant and bar, delicious concessions, retail store•Price/Quality: Affordable prices for high quality products & service•Competitors: While others offer a standard movie-going experience (i.e.- Regal), Premier Cinemas treats every customer like a star
*Campaign Theme: A Night on the Red Carpet• “Premier Cinemas…Where you’re the star!”
Advertising Objectives: To increase awareness of the differentiated
experience of customer as movie star To persuade target that Premier Cinemas are worth
coming to and that the experience will prove worth the money to have a fun night out
Advertising/Message Strategy: Attempt to illustrate and convince target that the
Premier Cinema experience is unlike any other theater experience
To promote the idea that our experience is worth the money and has greater value than any other normal theatre
Participating in our experience will make you realize how fun a family outing can be and other activities will have a hard time looking as attractive and exciting
• Primary Target Audience: Families and Young adults• Secondary Target Audience: Elderly, other movie goers
• Objectives: • To establish clear brand identity to target market •To increase advertising in rural and urban areas
• Strategy:• Use celebrity/movie star sponsors to promote brand• Use TV and radio ads to reach young people and families• Increase print advertising in selected markets (i.e. internet)
Jan ‘10 Feb ‘10 Mar ‘10 Apr ‘10 May ‘10 Jun ‘10 Jul ‘10
TV Campaign
NBC & ABC
Magazine & Print
Entertainment Magazine
Radio Spots
Online/Website
Target Audience: young adults and families Objectives: increase market share by 80%
and increase sales 60% Budget- Rationale- add value to and give consumers
incentives to choose Premier Cinemas over another theater
Recommendations: Coupons▪ Direct mailings
Loyal Reward Program▪ Membership card and gather points to earn benefits
Target Audience: Households (families, students apartments)
Objectives: To initially establish and communicate the red carpet image of Premier Cinemas
Rationale: Attractive mailings more likely to be opened and used
Budget:
• “Invitation” Mailings•Prior to its opening, Premier Cinemas will directly mail “invitations” in the form of Oscar-like Envelopes• “Bring this invitation and a guest to receive a free admission pass to the movie of your choice!” • Tracking the number of used coupons allows us to measure its success
Target Audience • Young adults through Facebook & similar mediums • Families through yahoo mail ads & similar mediums
Objectives •Reach target through relative and widely used outlets
Budget
Target Audience: Media and movie-goers
Objectives:• Get publicity from newspapers, radio, and TV news that will build the brand awareness and generates consumer attention and awareness• Host or sponsor an event during the Oscars, such as an after party that will create interest in Premier Cinemas• Hold a press conference to announce the grand opening of Premier Cinemas answering all questions about the five star treatment customer will receive
Budget:
Target Audience: • Young adults and Parents
Objectives:• Establish a partnership with electronic retail and video rental stores that allows us to set up in-store displays• Set up mall kiosks that allow us to directly answer any questions customers may have as well as directly distribute literature to the customer• Gain customer interest through direct, face-to-face communication with them.
Budget:
Jan. 2010
Feb. 2010
March 2010
June 2010
July 2010
Measurement give out coupons at our in-store displays,
with our direct mailing pieces, and with print ads
keep track of what percentage are cashed in Count # of hits using website counter
Evaluation compare use of coupons to total number of
customers. Looking at this will let us know who came
because they saw our ad
Media & Production
Sales Promotion Direct Marketing Public Relations Sponsorship Endorsements Measurement &
Evaluation Total
$50,000 (screens & projectors)
$10,000 $5,000 $5,000 $25,000 $25,000 (celebrity PR) $10,000
$130,000
Ultimate Goal: Provide a unique, valuable movie going
experience
Strategies to reach ultimate goal: Customer Value & Satisfaction: communicate
a clear distinguished brand that embodies a “VIP, red carpet” theme towards our target market.
Create solutions that address the current trends of decreased attendance to the movies through satisfying needs and wants of target
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