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TAPPING INTO THE WORLD OF MULTIPLEXES. 11/15/2011 Akanksha Srivastava, Annapurna, David Phillipowsky,Ishita Ghosh, Shweta Iyer, Sweta Kumari

EXECUTIVE SUMMARY FILME ZUMBIDO is planning to open its new multiplex at P & M mall in Patna. P&M Infrastructures presents a magnificent investment opportunity in the capital of Bihar. Being the first of its kind in the state, is a fine retail destination with ultra modern facilities. The multiplex is equipped with digital projectors and will have a seating facility of 1000 seats. It aims to treat Patnaites with an unparalleled experience of digital cinema viewing. Patna was their preferred destination since movie-watching inclination in the city is quite high. The five-year tax holiday offered to the project by the state government also worked as a spur. The 1000-seat complex will screen 20 movies per day at its four grand digital and 3-D equipped screens, right from 9am to 12am. The digital projectors will provide the finest picture and sound clarity. With an uninterrupted power supply system in place for the projector as well as the AC installations, it will be uninterrupted viewing at the aesthetically-spread auditoriums with spacious legroom. The show timings can be received through SMS. There will be an option of booking tickets online 24X7 at www.cinepolis.in through credit cards, besides, buying the same from counters. Special packages will be on offer for bulk bookings. Patrons will also be able to enjoy freshly prepared, high quality food from the concessions stands located in the spacious cinema lobby. The demographics includes the 15-34 years age group which represents the most frequent moviegoers worldwide. Besides this the family audience who prefer quality of theatres and excellent services are also targeted. The ticket prices would be Rs. 80 for morning shows, Rs.150 for noon shows, Rs.180 for evening on normal tickets and Rs.210 for executive class. The ticket charges for the weekend would be Rs.20 more than the above charges which are for weekdays. Viewers will have to pay Rs.30 extra to view 3-D movies.Having a target audience that prefers quality over value we expect the audience wont perceive the price as too high. The capital required to start the project is Rs.223412000 that will cover all the initial development expenses. The promotional strategy includes advertisements in newspapers, TV, radio, through SMS, magazines, and social networking sites, through websites and sponsorship. The multiplex has been designed to provide wholesome faily entertainment. There has been a growing demand from Patnaites for such a multiplex. The best thing about it is that the patrons can enjoy the movie, do shopping and have quality branded foods in the mall. Quality and ambience of the audience will be the chief concern.

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TABLE OF CONTENTS 0.0 ABSTRACT 0.1 WHAT IS MULTIPLEX? 1.0 INTRODUCTION 2.0 INDUSTRY OVERVIEW 2.1 GROWTH DRIVERS 2.1.1 FAVOURABLE DEMOGRAPHIC CHANGES 2.1.2 RISING DISPOSABLE INCOME 2.1.3 ORGANISED RETAIL BOOM 2.1.4 ENTERTAINMENT TAX BENEFITS 2.1.5 INHANCED VIEWING EXPERIENCE 3.0 KEY PLAYERS 3.1 E CITY ENTERTAINMENT 3.2 SRINAGAR CINEMAS 3.3 INOX LEISURE LTD. 3.4 PVR 3.5 WAVE CINEMAS 4.0 MULTIPLEX vs TRADITIONAL SCREENS 4.1 INHANCED VIEWING EXPERIENCE 4.2 BETTER OCCUPANCY AND REALIZATION 4.3 BETTER EXPLOITATION OF MOVIES 4.4 GREATER NUMBER OF SHOWS 4.5 DYNAMIC TICKET PRINTING 4.6 IMPROVED COST MANAGEMENT 4.7 CORPORATIZATION OF EXHIBITION BUSINESS 4.8 NEWER AREAS OF INCOME 4.9 COMMANDS HIGHER AD RATES 4.10 CHARACTERISED BY NEGATIVE WORKING CAPITAL 4.11 VERY HIGH MARGINS IN FOOD AND BEVERAGES 5.0 STANDARDS OF MULTIPLEX DESIGN 5.1 ACCESSIBILITY 5.2 CIRCULATION 5.3 SPACES 5.4 FURNITURE 6.0 KEY INDUSTRY REGULATIONS AND POLICIES 7.0 MARKETING MIX: 7 PS 7.1 SERVICE PRODUCT/SERVICE PACKAGE 7.2 PRICE 7.3 PLACE/DISTRIBUTION 7.4 PROMOTION 7.5 PEOPLE 7.6 PHYSICAL EVIDENCE 7.7 PROCESS 8.0 SWAT ALALYSIS 9.0 PROJECTED COST BENEFIT AND ANALYSIS
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10.0 REFERENCES TABLE OF DIAGRAMS Diag. 1.0: Diag. 2.0: SCREENS PER MILLION POPULATION IN VARIOUS COUNTRIES Diag. 3.0: POPULATION AND MEDIAN AGE OF MOVIE VIEWERS Diag. 4.0: ENTERTAINMENT TAX EXCEPTIONS Diag. 5.0: Ad RATES FOR 1 MIN. FILLER PER WEEK IN VARIOUS CITY CATEGORIES AND MULTIPLEXES Diag. 6.0: MEASURES TO KNOW THE CUSTOMER Diag. 7.0: PHYSICAL ENVIRONMENT

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0.0 ABSTRACT We are doing project work on multiplex industry . One of the fastest growing sectors of the economy is entertainment industry. Entertainment today dictates our lives, education, careers, earning money, all lead to the quest for higher and sophisticated entertainment. The multiplex segment is growing leaps and bounds due to the high demand for quality family entertainment as watching movies is one of the foremost entertainment options in India. With the corporatization of film production better movies targeted at a specific audience are increasing in number, thereby attracting greater number of movie buffs. 0.1 WHAT IS MULTIPLEX? A multiplex is a movie theater complex with multiple screens, typically three or more. They are usually housed in a specially designed building. It is a medium that offers a person composite entertainment comprising of a one stop destination to shop, entertain, and dine and watch a variety of movies under a common roof. Multiplex are one of the means of lifestyle that offer to viewers the choice of watching a movie in a five star or three star environment. The model is based on the concept of umbrella entertainment where one can enjoy a movie in pleasant environment with friends while having a delicious food while kids can play in the kids zone. Typically, the possible income generating channels in a Multiplex can include: The box office collections Rent from display system Food & beverage Product lunch rentals Promotions by companies to promote consumer goods

While multipex is a medium that offers its consumers full entertainment including the pleasure of shopping, dining, enjoying and watching a wide range of movies under a common platform, multiplexing is a type of technology with the help of which the same movie can be shown simultaneously in all the screens of the Multiplex with minor difference of 3 seconds between their screenings.

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1.0 INTRODUCTION Cinema houses are a thing of the past. They have been converted to multiplexes all over the world from being single screen theatres. Multiplexes are now a preferred option as they have something for the whole family. Kids and parents can now watch different movies of their choice, staying within the same premises. It's more feasible and practical. Organized retail business in India is expected to boom due to rising consumption,availability of quality real estate, and significant investment in malls by large Indian corporate houses. Multiplexes are preferred anchor tenants in majority of the malls as they increase footfalls by around 30 40% and help in providing the one stop destination for family entertainment & shopping, which the malls are striving for. The major plus-point of a multiplex is the variety available. You can put up two to three movies at the same time. Cineplex business owners are covered. If one film isn't going house full, it will be subsidized by two that are. The classic single screen cinema with over 700 seats has to fill the house to be successful and for that they need blockbusters. And for cinema goers, it is variety that they look for. It's the same reason why we prefer shopping in malls as opposed to going to single shops. Variety under one roof in always good, even when it comes to cinema. Most of the multiplexes in India are anchor tenants in the large format malls making a favorite destination for the youngsters as well as the families. Multiplexes captured the market as complete family entertainment centers. The digital revolution has helped the Media And Entertainment industry to go digital. There are more than 100 digital cinemas in India today. They, along with the multiplexes have completely transformed the experience of the viewers. With an increase in the incomes of the people and increasing expenditure on the leisure activities, multiplexes are poised for high growth in India. Multiplexes receive footfalls between 3,500 and 4,500 on an average everyday. Other than the sale of the movies tickets, Food & beverages is the major source of revenue for the multiplexes. Space economies and the optimal utilization of the capacities are the major advantages or benefits that the multiplexes enjoy over single screen theatres. The concept of multiple choices under one roof, furthered by interior dcor of international standard and state-of-art sound and technology witnessed new revenues at box office. Financing, exhibition and distribution were directly affected. It also led to more organized and transparent box-office reporting. It is pertinent to note that even though the number of multiplexes is on the rise, the average number of screens is abysmally low when compared to other mature markets in the West.

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2.0 INDUSTRY OVERVIEW The Indian film industry is the largest film industry in the world in terms of the number of films produced and admissions each year. Nearly 80% of Indian Industry revenues come from Domestic and Overseas Theatrical. On the contrary US Film Industry earns only 35% from box office sales and remaining 65% is derived from other revenue sources. This clearly signifies the onset and potential of Multiplexes in the Indian Film Exhibition Sector. Current market size is estimated at Rs.61,000 crore. It is expected to reach Rs.1,05,200 crore by 2013 at a CAGR of 19%. Close to 1000 films are made every year. The government is focusing on regulations to give further impetus to the industry. Study values US$ 2.11 billion and projects growth at 9.1% till 2013. (IMaCS Analysis, FICCI-PWC frames 2006 report)

Diag 1.0

Multiplexes constitute Ironically, the revenue from these films is almost negligible compared to other global markets. The investment level in 2007 was in order of Rs.10,000 crores and a 19% p.a. growth during the period 2007-2012) Only 0.6 % of about 12,000 cinema halls in India, but account for 28% to 34 % of the box office take for the Top 50 films in 2004. (Source Yes Bank) An increase in the number of Multiplex screens should result in an increase in film exhibition revenues, so the opening of new Multiplexes represents a significant growth opportunity for the industry. Screens per million of population in India is just 12 whereas the average in western countries is 40. India needs 20,000 screens to cater the entire cinema viewing population.

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Diag 2.0

2.1 GROWTH DRIVERS The major factors involved in the increase in the number of multiplexes include: the increasing investment in film production, favourable demographic changes, increase of disposable income in the hands of the middle class, organized retail boom, entertainment tax benefits for multiplex cinemas, increase in number of high grade hindi films, reducing shelf space in movies making multiplex the ideal format for distributers, encouraging regulatory environment, enhanced viewing experience, people are willing to pay for quality. 2.1.1 FAVOURABLE DEMOGRAPHIC CHANGES Demographics (source CIA fact sheet July 2005 Est) The current population is 1 billion+ (1,080,264,388). It is growing between 1.4% to 1.8% annually Age structure: 0-14 years,which is about 31.2% of the population and 15-64 years which is 63.9% of population and 65 years and over: 4.9% Median age: 24.66 years A younger population tends to have higher aspirations, and will spend more as it enters the earning phase. The 15-34 years age group represents the most frequent moviegoers worldwide. Hence, an increase in this group would propel growth in the film exhibition segment. Spurred by improving quality of theatres and excellent services, the multiplex segment will witness a spur in demand.

Diag 3.0

2.1.2 RISING DISPOSIBLE INCOME Multiplexes generally cater to High and Middle income Groups, with an increase in the number of households within this earning group, will result to higher consumption n and spending patterns.
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Similarly migration of households from lower income to middle income levels will further drive the consumption patterns. Urban consumers have increased their expenditure on leisure & entertainment. Simultaneously spends on eating out, movies and theater, and books and music will increase. The rise of the Indian middle class with greater earning power and a higher disposable income due to strong economic growth and increased globalization will drive the growth of the multiplex segment. The higher the income earned, the greater percentage of that income will be spent on discretionary items such as movies & entertainment. The boom in IT & BPO industry has also added to the increased availability of disposable income with young people, whose aspiration levels have jumped, thus leading to greater appetite for lifestyle products and entertainment. 2.1.3 ORGANISES RETAIL BOOM Having the largest retail density, India is witnessing a boom in the retail sector. The retail boom is contributing to the growth of multiplexes in the various cities of India. Though Organised retail comprises of 3% of the total retail pie of USD 200 Billion, it is growing at 25 to 30% CAGR The number of malls in India is expected to increase from approximately 50 as of the end of 2004 to around 250 by the end of 2006. (Source: BW Marketing Whitebook, 2005, attributed to KSA Technopak.) . There will be approximately 600 malls by 2010 (Source Edelweiss Securities study). Multiplexes are one of the anchor tenants in large format malls, as their presence increases footfalls by approximately 40-50%. (Source: CII) The major concerns involved include: The slowdown in content supply, alternate entertainment avenues, mall development delays, uncertainity over entertainment tax etc. 2.1.4 ENTERTAINMENT TAX BENEFITS Entertainment tax rates in India are one of the highest in the world. Currently it varies from 15% to 60% of gross box office collections (differing from state to state) in comparison to the average rate of 10% in the developed countries. Several states like Maharahtra, Rajasthan, Kolkatta have announced entertainment tax exemptions for multiplexes in the initial years to drive growth. The exemption provided differs from state to state and hinge on fulfilling various conditions. These again vary from state to state. Industry sources feel that in few states like Karnataka, the conditions are such that it makes operating sense to pay an entertainment tax of 40% instead of exercising the exemption benefits. In order to encourage investment many state governments have announced policies offering entertainment tax benefits. This has encouraged the growth of Multiplex Cinemas and also encouraged singlescreen theaters to convert into Multiplexes. Quantum of entertainment tax benefit would be dependant on compliance with certain conditions specified by the relevant state.

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Diag 4.0

2.1.5 ENHANCED VIEWING EXPERIANCE The number of multiplexes in India has grown exponentially and become the preferred choice for movie goers, despite ticket prices being higher than those charged by single screens. Multiplexes provide better service and an enhanced viewing experience as compared to singlescreen movie halls in terms of their sound systems, seats, ambience, and food and beverages offered by them.

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3.0 KEY PLAYERS

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7.0 MARKETING MIX 7 Ps

7.1SERVICE PRODUCT/ SERVICE PACKAGE A product (in the marketing context) may be tangible, intangible or both. In case of services, on the contrary, the tangible component is nil or minimal. In services, there is no or very little tangible element because of which they are considered as benefits, which are offered to the target market. First, a service is a bundle of features and secondly, there benefits and features have relevance for a specific target market. Therefore while developing a service product, it is important that the package of benefits in the service offer must have a customers perspective. 5 product levels are as follows: Core Benefit is the MOVIES that the customer comes to a cinema hall for, along with the attendant experience of FILME ZUMBIDO. The expected product in FILME ZUMBIDOs case would be ambience, hygiene, good service, parking, candy bar etc. FILME ZUMBIDO has augmented its product offerings: Luxury cinema FILME ZUMBIDO has brought to its customers the experience of luxury cinema. After the tremendous success of Cinema Europa in Delhi, FILME ZUMBIDO Cinemas has introduced the concept of luxury viewing to Bangalore as well. Gold Class Cinemas have been introduced for the first time in India, are two ultra luxurious exclusive auditoriums, each equipped with 32 plush and fully reclining seats and generous legroom. Patrons can also enjoy star like treatment at the exclusive Gold Class lounge which provides an excellent pre cinema experience with scrumptious food and beverages. Bulk Bookings There are special arrangements for bulk bookings (of twenty or more tickets) done by corporates. Details can be filled online and FILME ZUMBIDO executives themselves get in touch with the concerned people. E-booking and tele-booking FILME ZUMBIDO also provides the factility of e-booking, which was first started by FILME ZUMBIDO, it has now been copied by Satyam cineplexes as well. It also offers telebooking Parties at FILME ZUMBIDO FILME ZUMBIDO has also started helping customers in planning birthday/kitty parties at FILME ZUMBIDO. They have made FILME ZUMBIDO a wholesome entertainment experience than just a movie watching spree. Movie vouchers They have also taken out the unique concept of movie vouchers which people can use as gifts. Many corporates have also started using these as incentives and rewards for their employees. The vouchers are available in denominations of Rs 100 to Rs 350 and a minimum of 25 coupons needs to be purchased to avail of the offer THE SERVICE PACKAGE The package concept of services product suggests that what you offer to the market is a bundle of different services, tangible and intangible, but there is a main or substantive or core service and around it are built the auxiliary/peripheral/facilitator. It is important to note that facilitating

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3 services are mandatory and if these are left out, the entire service would collapse. Yet another type called supporting services, dont facilitate the consumption of core services but are used to increase the value and thus differentiate from the competition. Focused on developing a procedure for quantifying customers service quality can be measured in following dimensions: Reliability Ability to perform promised service dependably and accurately. FILME ZUMBIDO is a very well established brand name, and the audience is given excellent experience of the basic product i.e. the movie as well as the other elements involved. Hence, it is very much capable of good delivery of the service it provides. There is no flaw in the quality of the service and is always delivered on time. Assurance Knowledge and courtesy of employees and their ability to convey truth and confidence. Since FILME ZUMBIDO is a high contact organization, the employees are well trained in all areas regarding customer interaction and courtesy. FILME ZUMBIDO movies being a service, heavily relies on its employees, as they are the only mode of direct communication made with the customers. They are well trained and are definitely able to convey the confidence that the brand name represents. Tangibility Appearance of physical facilities, equipment, personnel etc FILME ZUMBIDO movies have a lot of tangible elements present like the employees (staff), the movie halls, the candy bars, rest rooms etc, all of which are highly maintained and well kept. Empathy Caring, individualized attention to the customer. Even though in a service like this customization is not possible, the employees of FILME ZUMBIDO Cinemas are always very helpful and provide the customers with good assistance whenever needed. From the employees made to sit at the ticket counter to the employee that guides customers to their respective seats in the cinema hall, all employees deliver a very helpful attitude towards the target audience. Responsiveness Willingness to help customer with prompt service. The employees of FILME ZUMBIDO are fast and prompt at delivering their service and are taught to cause as less inconvenience as possible to the customers. If a customer places an order via telebooking / online reservation etc, the delivery of the tickets is made well before the show timing at the customers doorstep. The employees are well trained. 7.2 PRICE To many customers, high price means high quality. Services pricing follows the price and practices of pricing of goods and therefore are either cost based or market based. Within these, categories of price may be profit oriented, government controlled, competition or customer oriented. But the characteristics of services do influence the pricing and therefore different methods of pricing are followed in their case. FILME ZUMBIDO when started off had a huge advantage of being the only one of its kind in Delhi to begin with. Therefore, they could charge a higher amount to its target audience, as they did not hesitate to pay the sum for the new concept. This high pricing helped them make maximum gains. Also, FILME ZUMBIDO had, and still has a very well planned market position. Its premium positioning affects the customers perceptual positioning. Therefore, they decided on their marketing strategy and pricing, keeping the target market in mind. Hence, we may say that the pricing as well pays a strategic role in their marketing plans. In case of FILME ZUMBIDO, they make use of all their tangible elements to prove to their
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customers that their movie tickets are worth the price they are paying. Also, since some of the other movie theatres (which are not multiplexes) are still offering movies at rates as low as Rs 35, it is the task of its marketer to ensure that FILME ZUMBIDO comes across as a superior brand in terms of cinema viewing as well as the experience. The movie theatres market is a Free Market, even though the government in the past regulated it. This allows FILME ZUMBIDO as the market leader to set its own prices. Prices that had originally started from Rs 125 (for evening shows) and Rs 90 (for morning shows and weekday plans) have increased to a high of Rs 150 and the lowest is Rs 100. The high pricing however has not led to any change in the footfalls that FILME ZUMBIDO gets. Even in slighter crowded shows, the occupancy rates as low as 35% reaches FILME ZUMBIDOs breakeven points. FILME ZUMBIDO Priya has a slightly different pricing system, which varies from Rs 45 to Rs 150 for different slabs of consumers. This has been done to mainly attract the youth and to keep the concept of movie going still affordable at one of its chains. The pricing at FILME ZUMBIDO Europa is Rs 160 and a Gold Class ticket is charged at Rs. 750. It offers superior ambience, environment, seating, viewing etc in the sum. 7.3 PLACE / DISTRIBUTION Services are generally created and delivered to the buyer at the same time, therefore creation of time and place utilities is a vital function in services marketing. Irrespective of middlemen or direct sales channel, the factor of 50 location keeping in view the potential markets is the most significant in channel selection and distribution. The issue of location here plays a very important role, as all FILME ZUMBIDO Cinema Halls are stationed at good locations in the city, which gathers a large number of footfalls for them every day. FILME ZUMBIDOs usually open at an eventful yet untapped location, followed by which (as we saw in case of Anupam FILME ZUMBIDO Saket) other retail chains get opened around it as well. Their places are always well situated and are well linked. FILME ZUMBIDO does not have any other channel of distribution, as their service is sold solely at their chains. They do not follow any franchisee outlets, even though they indulge in ticket sales online and via telebooking. The only intermediary involved for procuring movies are Indian as well as international movie distributors, by way of whom they acquire the movies. Distribution of Movies The Company has also recently forayed into the Distribution of Hollywood film titles in the country through its 100% subsidiary, FILME ZUMBIDO Pictures. By virtue of its strong brand equity and partnerships with major independent Hollywood studios like Miramax, Newline Cinemas etc. that are not represented in India through their own offices, FILME ZUMBIDO has managed to procure and distribute titles in the country. With the advent of the multiplex revolution across the country, the company sees a great opportunity to fill up these upcoming multiplex screens with Hollywood titles. The company has successfully distributed major Hollywood titles like Rush Hour 2 , Wedding Planner , Chicago , Choclat, etc.

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7.4 PROMOTION Promotion is a very vital part of the marketing mix especially in the case of services. The customer needs to trust or have belief in the service, as he has to pay for it pre-experience. Therefore, it is very important to sell the service in the best possible way. Usually the objective of promoting a service may be to create a brand image, establish a personal relationship with the client and to create an impression of competence, honesty and sincerity to win the buyers confidence in sellers abilities to deliver the service efficiently. To promote these, the marketer generally employs indirect selling techniques, as it is usually not possible to use the conventional promotion tools like advertising. Promotion activities like community relations, event management, media blitz, corporate identity programs have relevance. 3rd parties like government, unions and interest groups are important, as they are capable of influencing market access. FILME ZUMBIDO as a brand indulges into print advertisements on every Friday giving out the latest movie schedules. Any new developments are communicated to the audience via press releases. Hence there is a strong element of PR involved. Apart from that, they usually have contests pertaining to latest festivals like Valentines Day, New Years Eve, Oscar Movies Week etc. FILME ZUMBIDO also has a host of online promotional contests associated with movies The latest one relates to the film King Kong. 7.5 PEOPLE EMPLOYEES, CUSTOMERS and OTHER CUSTOMERS Service must be fully developed and internally accepted before its launched. Attracting, developing, motivating, retaining employees

Diag 6.0

FILME ZUMBIDO indulges in the following for their EMPLOYEES: Complimentary ticket on payment of entertainment tax amount at any point of time (2 days in advance) to the employees, subject to availability. Tickets to employees are given for: o 1+1 oneself and employees guest o 2 for immediate family i.e. parents, spouse etc. This has been done to encourage movie going among employees as well as customers. Gives 10 national holidays to employees
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 Makes all employees train at different levels from time to time Teaches employees to be helpful, polite, courteous to all patrons and co workers enthusiasm and cheerful Report customer grievances to managers Strict on rules on no smoking, drinking on job etc. They are given personalized badges symbolizes that the employees pride themselves on being a part of the FILME ZUMBIDO family Very great importance is given to person hygiene and appearance clean uniform and shoes. Not allowed to make a gesture to ask for any sort of a tip / gift from customers. Job performance evaluation at the completion of first 90 days of employment. They are evaluated once a year on their anniversary of date of joining by individual superiors and records regarding employees progress are evaluated. Given bright blue uniforms represents FILME ZUMBIDO. This is done to ensure uniformity of appearance and to project a well kept image. All employees are taught to deal with safety problems like accidents, fire, bomb threat, armed robbery etc. Certified first aid course given to all employees All trainees are made to train at all departments like ticket sales, computer ticketing, telebooking, sales enquiries, customer service skills, cash handling sales, credit card sales etc. Special well kept rooms for the employees Lastly, it is made sure that all employees represent FILME ZUMBIDO in the best way possible and sell it as a strong and well-established brand. All 55 employees are given full details on what they are representing and informed all about FILME ZUMBIDO to make them a part of the family. On the occasion of Children's Day 2005, FILME ZUMBIDO created a rememberance for children from FILME ZUMBIDO's Housekeeping Attendants, Projectionists, electricians, with the movie IQBAL.The children from the NGO "Kutumb Foundation" also were an intrinsic part of the event, invited specially by FILME ZUMBIDO, to celebrate children's day. 7.6 PHYSICAL EVIDENCE Though customers cannot see a service, but they can definitely see various tangible clues of the service offer like facilities, communication, objectives, employees, other customers, price etc. On basis of these, he forms his opinion as they help us to tangibalise the service. . Therefore, it is essential to manage physical evidence. Atmosphere helps to shape opinions. The building, layout, colours of interiors, tickets, labels, logo of the organisation etc help to formulate a good unified corporate image / identity.

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Diag 7.0

Ambient factors relate to background condition, deign factors, on the contrary are visual stimuli and social factors relate to interactive environment. The service factor has an impact on not only the customers, but the employees as well. The interior and exterior of the premises is such so as to project a hygienic and well-maintained image at all times. The administration offices, booking offices, candy bars, conference rooms, auditorium, foyers, corridors, wash rooms, staircases, walls, projector room, basement area all coordinated and hygienically maintained. Both the external and internal ambience is very important and is maintained excellently, as it is important to appeal to existing and even to the potential customers. At FILME ZUMBIDO, it is equally important to keep employees happy. Therefore, even the employees workplaces in the premises are coordinated with the whole halls ambience and are lively. Exterior the movie hoardings, movie schedules, computerized service, glass entrance, FILME ZUMBIDO banner, deign of FILME ZUMBIDO building, parking etc all contribute to the external environment Interior Seats, color coordination and combination (blue in case of FILME ZUMBIDO), hygienic wash rooms, candy bars, corridors, stairs, sound and visual equipment, design of the hall, ambience etc are all included here.

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Attention to detail and stress on high quality cinema viewing experience is evident from the unique seating arrangement that ensures unobstructed viewing from anywhere in the auditorium. Plush, ergonomically designed seats have been installed to provide flexibility and ultimate comfort to guests. Convenient cup holders have also been installed on every armrest. Edge to edge screens and digital sound will contribute in creating the ultimate movie going experience. The multiplex has an avant-garde lobby with studio effect interiors. Station concession counters which offer customers a wide selection of the traditional movie going fare of sweet and salted popcorn, hotdogs and soft drinks, as well as candy, nachos, fruit juices and Mineral water. Peripheral possessed as a part of service purchased e.g. Ticket, popcorn Core Those that cannot be possessed. e.g. The experience of the movie 7.7 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; and the first to offer cinema tickets on Internet with online payment gateway for payment. The company had a turnover of Rs 41 Crores in 2001-02, which is expected to rise to about Rs 60 Crores in 2002-03, and with the growth envisaged, the turnover in the next 3 years is expected to be over Rs 250 Crores. FILME ZUMBIDO 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.

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8.0 SWOT ANALYSIS STRENGHTS _ First mover advantage in the multiplex business in India _ Updated technology _ Premium positioning _ Plays Hindi, English, Regional & foreign movies _ Locational strength _ Ambience _ Started the concept of a complete movie going experience _ Blend of retail & entertainment WEAKNESSES _ High cost perceptions _ T.A very specific (not mass service) _ Customer retention _ Parking problems OPPORTUNITIES _ First mover advantage _ Growing family spendings on entertainment _ Large film industry over 200 hindi films every year _ FILME ZUMBIDO loyalists

THREATS _ Competition blooming large _ Governments interference _ Entertainment Tax _ Other Multiplexs as competition _ Other ways of entertaingment _ Piracy No control over surroundings eg. West Delhi _ Movies becoming bigger than the brand

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REVENUE ANALYSIS

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10.0 REFERENCES 1. THE PYRAMIDS 2. MULTIPLEX INDUSTRY IN INDIA BY DESSENCE CONSULTING 3. DELUXE MULTIPLEX CINEMA THESIS 4. A PROJECT REPORT ON PVR CINEMA

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