We would start with the name of Allah the most Gracious

most Merciful. This report would not have been possible

without various people to whom we are thankful. Starting
with Ms. Ayesha Aman, who provided us with the guidelines
and was always available for our help and assistance.
Secondly, during the project some of our friends were a great
source of help especially Saad Lari, Yasir Khan, Zain Rashid
Amna Abdullah. Another source which helped in the
completion of our project was Lady Bird Grammar school

2
Ms. Ayesha Aman, Date: 2nd May ‘10

Course Instructor,

Iqra University,

Karachi.

Respected Madam,

This letter is pertaining to a report you requested for. In this report we have launched a theatre
service called Cinema Cafe. Now that the report is complete, it can be viewed for assessment.

I hope this report is acceptable to you and hopefully this report would be informative as well.

Thank You,

Yours sincerely,

Saman Mansoor Ansari

Ammara Azmat

Summair Saleem

Fubia Mukhtar

3
 TOPICS PAGE No
Marketing environment

 Micro Environment
 Mission Statement
 Company’s Internal Environment 5
 Customer Market
 Competitors
 Publics

Macro environment

 Political and legal

 Demographics 6
 Economic
 Cultural
 Technological

Segmentation

 Demographic
 Geographic 7-9
 Psychographic
 Behavioural
 Target market strategy

Consumer behaviour
10
 Factors effecting buying behaviour of the customers

Competitive advantage 11
Product

 Product quality 11
 Product features

Price 12

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  Product pricing strategy

 Price adjustment strategy

Promotion

 Promotional objective
 Advertising objective
 Advertising strategy 12
 Advertising media

Key facts

 Strengths
 Weaknesses
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 Threats
 Opportunities
 Market share

5
MARKETING ENVIRONMENT
Micro Environment
Mission Statement:

To provide entertainment along with an environment that can allow the customers to experience
the ambience which they have never experienced before.

Company’s Internal Environment:

All the departments from top management to lower management share the common belief of
providing customer satisfaction in a democratic manner.

Customer Market:

We are focusing on the consumer market as our customers are the individuals who will avail the
service for personal consumption.

Competitors:

In a broader aspect it’s a new idea which will be portrayed in the theatre market, as we are providing
them separate movie rooms for every gathering along with some value added services like Sheesha
and other facilities so we have a strategic gain over our existing competitors like Cineplex, Nishat
Cinema, and Capri etc.

Publics:

Media Public:

In order to attract our customer market we are using media public as a source to show the
advertisements demonstrating the features and benefits of our service.

Government Publics:

We have a legal department taking care of Government Publics

General Public:

Our marketing plan deeply considers the attitude of the general public towards our service.

Internal Public:

We believe in providing not only proper employment benefits to the internal public but also
providing them a life style and keeping them updated about the things going on in the organization.

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MACRO ENVIRONMENT
Demographics
Age:

Youth to older youth

Gender:

Male/Female

Income:

30000 and above

Family Size:

It can vary

Race:

All

Religion:

All

Economic:

Inflation and economic recession will not have a larger impact on our business as our target market
includes those people who have a good sum of income.

Cultural:

The service which we are providing is a growing trend which is very common now days between the
youth and it will further enhance their interest.

Technological:

We are using the latest technology for the movie rooms and as the technology will keep on growing
we will keep on updating our equipments. This also includes blue ray technology

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SEGMENTATION
Demographics
Age:

Youth to older youth

Gender:

Male/Female

Income:

30000 and above

Occupation:

Student

Family Size:

It can vary.

Race:

All

Religion:

All

GEOGRAPHIC
LOCATION:

KHAYABAN-E-SHAHBAZ as our location as it is close to the people we are targeting and it is getting
popular as other known cafes are located there too.

PSYCHOGRAPHIC
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LIFE STYLE:

Experiencers:

They seek for entertainment and excitement and they are enthusiastic, so they fit our criteria
perfectly as this is what we are providing.

PERSONALITY:

Outgoing and extraverts is the defined personality that we are focusing upon.

SOCIAL CLASS:

Upper Middle Class is our main focus because we have set the target criteria on the basis of their
income level. And our prices are neither too high and neither too low.

BEHAVIORAL
OCCASIONS:

Different occasions like parties, business events, family get together, a new hangout place for the
youth.

BENEFITS:

• 10% Discounts For IU,CBM,IBA,SZABIST STUDENTS

• Phone Reservation

• In the Fixed Price of Rs.2000/room/3 hours, drinks free

• Secured Environment

LOYALTY STATUS:

We are basically focusing on providing an ambience which the customers have never experienced
before and we work to accomplish our goal by providing them with a quality so that it can have an
impact on the minds of the consumers which can make them loyal to our brand.

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ATTITUDE TOWARDS THE PRODUCT:

We work to provide maximum customer satisfaction so that the attitude of the customers towards
our service remains the same even if they are coming for the first or the last time.

TARGET MARKET STRATEGY:

We have used Single Segment Strategy as we are catering a single segment from the whole market
and we have little or no competition at present. It also enables us to penetrate easily and effectively
in the market. This is also niche marketing as we are filling the gap in the market.

CONSUMER BEHAVIOR
CULTURAL FACTOR:

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The service which we are providing is a growing trend which is very common now a-days among the
consumers of our target market so it will not be creating a large impact on the consumer buying
behaviour.

SOCIAL CLASS:
Reference groups can play an important role in affecting the buying behaviour of the consumer as
we believe in providing maximum satisfaction.

PERSONAL FACTORS:
Age & Life Cycle:

The Age Group on which we are focusing is Youth & Older Youth so they are able to make their own
decisions.

Occupation:

We are focusing on students who have limited resources and we are providing them a cost effective
service so that it can play an important part in affecting their buying behaviour.

Economic Situation:

We have focused on people with a specific income which is not affected by the economic ups and
downs so it won’t be creating a large impact on individual basis.

COMPETITIVE ADVANTAGE:
Cinema Cafe is a new idea that is going to be represented in the theatre market as we are providing
separate movie rooms for every gathering along with some value added services like Sheesha and

11
other facilities so we have a strategic gain over our existing competitors like Cineplex, Nishat cinema
etc.

PRODUCT
SERVICE ATTRIBUTE
Product Quality:

We are introducing a new quality in the theatre market by using a BLUE RAY technology which is
going to give a new look to the theatre service which is offered by us along with the additional
benefits for better experiences for our customers.

Product Features:

 Separate Rooms for separate gathering

 Blue Ray technology

 Sheesha

 Couches on which you can stretch your legs

 Ambience which is lively rather than dull and boring

 Cafe services and snacks offered

PRICE
Product Pricing Strategy:

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Market Penetration is our marketing strategy as our prices are lower than the market prices but we
are also providing with additional services.

PROMOTION
Advertising Objective:

Persuasive Advertising as it explains the features of our service and wins over other cinemas.

Advertising Strategy:

Message Strategy:

Communicating a message about the product, by showing its benefits and features, and comparing it
with the competitors in a believable, distinctive and meaningful way.

Advertising Media:

We have used the major advertising mediums like TV commercials, magazine advertisements,
billboards, pamphlets, radio commercials on a repetitive basis so that it can create a large impact on
the minds of the people.

KEY FACTS
Strengths:
 A new idea with new technology introduced in the market
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  An ambience which has never been portrayed before which can capture our target market.

 Value added services along with movie rooms

Weakness:
A new concept which may take time to develop at the start but we are affirm to provide quality
services in order to boost our service at the top as soon as possible.

Opportunities:
We are providing unique movie services in the market which have never been used by any
competitor in the market before so it will provide us an opportunity to capture the market.

Threats:
• Extremist groups

• Citizen action public

• Local competitors

Market Share:
At present, we have introduced an idea that has never been introduced before so we have a larger
market share in the movie theatre market.

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