March Frames Consumer

8/2/2019 March Frames Consumer

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Research & Consumer Behavior

Agenda

Entertainment Cluster Composition

Cinemas

Cinema Landscape

Coca-Cola Cinema strategy


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Cluster Composition

Amusement / RecreationCinemaTheme / Amusement ParksBeaches / Picnics

Aquarium/ Bowling/Museum

Special EventsOutdoor Exposition / Fair /Circus / Parade /FestivalsSpecial Events

Recreation / Leisure TimeYouth Club / OrganizationResidential Complexes

Social ClubsReligious, CharitableOrganizations

Sports Venue / GamblingStadium / Sports Arena


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Cinemas...


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THE CINEMA LANDSCAPE

Fact: Movie Theatres can currently be classified into 2 types:

The Foreign Model:Smart, Re-furbished, Smaller Halls/ Multiplexes.

Focus on technology, dcor, the consumer.Tickets priced Rs.80/- to Rs. 100/-Emphasis on the movie experience.Owner has control over the canteen.

The Desi Model:

Older Theatres, strategically located.Part of a citys culture, ethos, life-style.Suffer from an edifice-complex - mammoth sizes.Usually have a strong canteen operator.Dual canteens addressing Balcony & Stalls.Tickets are priced at Rs. 50/- to Rs. 70/- and Rs. 20/- to Rs. 30/-


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THE CINEMA LANDSCAPE

Fact: Foreign Model can be further classified into 2types:

Multiplex Only:

Presence of 3 - 5 movie screensConsumer gets a choice of movies and options of various time slots

Mall cum MultiplexPresence of 3-5 movie screens within a shopping mallShopping mall with all leading brandsEating & Drinking - McDonalds, Dominos, Barista, TGIFShopping - Colorplus, Benetton, ReebokConsumer has the choice of - Eating and Drinking, shopping,hanging out in addition to movie watching


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Lets understand the CinemaConsumer..

A snap shot of Project CandyBroad movie-going behaviour


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Heavy

Medium

Light

Very Light

10

24

39

27

4

6

11

13

27

23

17

0% 50% 100%

Once a week or more often

Several times a month

Twice a month

Once a month

Once every 2 or 3 months

Once or twice a year

Less often

Base: Total sample, n=755

One in three go to the movies once a month or more frequently

*Source: Project Candy 1997

How Often Do We Go To The Movies?


8/25Base: All in each segment*Source: Pro ect Cand 1997

How Does Movie Behaviour Differ By Age?

Teens and 18-24 year olds the biggest supporters of the cinema channel

1023 19 17

24

4840

26

17 16

27

29

27

23

3325

23

12

23

2926

1711

1729

44

2

All 14+ 14-17 18-24 25-34 35-49 50+

Several x/mth plus 1/2 per month 2-3 mths 1-2 yrs Less Often

Infrequent %

Frequent


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Movies = The Big Escape

Escaping With My Friends Escaping Into The Big Screen

Getting out ofthe house with

my friends

The MovieExperience

Two broad drivers:

Teens (20-24)

Teens 20-24


So Why Go To The Movies?


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allowed to

everyone can

cinema complexesare everywhere

close to publictransport/home

everyone likes it

wear what youwant

familiar process/know what toexpect

Easy

*Source: Project Candy1997

Permissible Convenient No Hassles

... Plus Its A Practical Option


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Under 18s going with the groupOver 18s going with their partner

Base: All movie-goers, n=469

7

13

21

21

32

5

0% 50% 100%

More than 5 friends

3-5 friends

1-2 friends

Family

Partner

Self

14-17(50)%

2

9

6

24

32

26

18-24(101)%

2

37

5

27

22

7

20 2958

Opportunity:Focus on

socialisingaspect of brand

and movies


Who Do They Go To The Movies With?


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1 in 2 doing some activity before the movies. Mcd is a key gathering

place for teens. Combining movies and dinner is popular with adults.


50

9

5

6

9

22

4

0% 50% 100%

Did something

McDonalds

Other fast food

Video games

Shopping

Restaurant/Cafe

Pub/Bar

14-17(50)%

73

35

6

19

15

11

-

4114

18-24(101)%

56

8

6

10

9

26

6

14Opportunity:

Relocate sales toConcessions

*Source: Pro ect Cand 1997

What Do They Do Before The Movies?


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Most arrive in time to see everything, even the slides.Teens more likely to gather very early.


10

56

22

8

1

0% 50% 100%

Early, to hang out with friends

10-15 mins before the show

As show began

Previews started

Movie started

14-17(50)%

25

48

26

1

-

18-24(101)%

11

54

20

15

1

78


When They Get To The Cinema


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Key Consumer Insights

Movie going is a popular past time amongst all consumers

Teens and young adults are the heaviest users

The movie experience is all about escape

Movie going is a social occasion, that involves otheractivities and people

Concessions are an integral part of the movie experience


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Coca-Cola Cinema strategy...


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The New Cinema Strategy

Driving incidencethroughpromotionalprograms andoperationalexcellence

Leveraging theproperties of theTCCC System todrive traffic

Building anassociationbetween Coca-Cola brands andthe movieexperience

Refreshing

Moviegoers

PromotingMoviegoing

EntertainingMovie

goers

Taking your Key Business Drivers ...

ENTERTAINMENTTRAFFICVOLUME

..and building a Business Plan which leverages the strength of the Coca-Cola System


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Step 1: Persuading Consumers toPurchase

RefreshingMovie

goers

PromotingMovie

going

EntertainingMovie

goers


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Objective

Strategy

Resources

Outcome

Driving Volume

Drive Gross Profit

Refreshing Movie Goers

Operational Excellence Service / Equipment Staff Training

Marketing Plan Merchandising Promotions

Promotional Allowance Consumer Research Post Evaluation


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Step 2: Driving Traffic

RefreshingMovie

goers

PromotingMovie

going

EntertainingMovie

goers


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Promotional Allowance Cinema Tickets

Objective

Strategy

Resources

Outcome

Drive Traffic

Drive Admission Revenue and

Candy Bar Sales

Promote Movie Going

Competitive ZonesTotal Circuit

Cross Promotions Sponsorship Properties Loyalty Programs


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Step 3: Enhance The Experience

RefreshingMovie

goers

PromotingMovie

going

EntertainingMovie

goers


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Entertaining Movie Goers

Objective: Build Coca-Cola brand preferenceEnhance the movie going experience

Strategy: Utilise cinema channel as a media- screen advertising- billboard

Resources: Media fund

Creative development fundConsumer research

Outcomes: Build Candy Bar ritual

Increase consumer satisfaction


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PersuadersInterrupters Reminders

Drive Volume

Points of Interaction Program

Innovative Merchandising Strategy


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Understanding Movie Going Behaviour

Concessions

TicketCounter


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Summary

Understand Consumer Cinema Going behavior

Understand Consumer Needs & Wants

Understand Consumer Purchase Behavior

Focus Marketing efforts on the Key Profit Drivers:

Refreshing Movie Goers

Promoting Movie Going

Entertaining Movie Goers

March Frames Consumer

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