Research & Consumer Behavior

Agenda

Entertainment Cluster Composition Cinemas

Cinema Landscape Coca-Cola Cinema strategy

Cluster Composition

Amusement / Recreation
Cinema Theme / Amusement Parks Beaches / Picnics Aquarium/ Bowling/ Museum

Recreation / Leisure Time

Youth Club / Organization Residential Complexes Social Clubs Religious, Charitable Organizations

Special Events
Outdoor Exposition / Fair / Circus / Parade / Festivals Special Events

Sports Venue / Gambling

Stadium / Sports Arena

Cinemas...

THE CINEMA LANDSCAPE

Fact:

Movie Theatres can currently be classified into 2 types:

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 Foreign Model:

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/-

THE CINEMA LANDSCAPE

Fact:

Foreign Model can be further classified into 2types:

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

Multiplex Only:

Mall cum Multiplex

Presence of 3-5 movie screens within a shopping mall Shopping mall with all leading brands Eating & Drinking - McDonalds, Dominos, Barista, TGIF Shopping - Colorplus, Benetton, Reebok Consumer has the choice of - Eating and Drinking, shopping, hanging out in addition to movie watching

Lets understand the Cinema Consumer..

A snap shot of Project Candy Broad movie-going behaviour

How Often Do We Go To The Movies?

One in three go to the movies once a month or more frequently
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
23 39 Very Light

4
10 6 11 24 13 27 27 Light Medium Heavy

Less often
0%
Base: Total sample, n=755

17
50% 100%

*Source: Project Candy 1997

How Does Movie Behaviour Differ By Age?

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

17 29 23 27 24
Frequent
10 23

2 12 27 48 40

11 23

17 29

29

23 33 26
19 17

26 25 16
4

17
4

All 14+

14-17

18-24
1/2 per month

25-34
2-3 mths

35-49
1-2 yrs

50+
Less Often

Several x/mth plus

Base: All in each segment

*Source: Project Candy 1997

So Why Go To The Movies?

Movies = The Big Escape

Two broad drivers:

Getting out of the house with my friends

The Movie Experience

Teens (20-24) Escaping With My Friends

Teens 20-24 Escaping Into The Big Screen

*Source: Project Candy 1997

... Plus Its A Practical Option

Easy

Permissible

Convenient

No Hassles

allowed to everyone can

cinema complexes are everywhere close to public transport/home

everyone likes it wear what you want

familiar process/ know what to expect

*Source: Project Candy 1997

Who Do They Go To The Movies With?

Under 18s going with the group Over 18s going with their partner
14-17
(50)%

18-24
(101)%

Self

5 32 21 21 13
20

2
9 6 24 32 58

2 3 7 5 27

Opportunity:
Focus on socialising aspect of brand and movies

Partner Family 1-2 friends 3-5 friends More than 5 friends 0% 7

2 2
7

29

26

50%

100%
*Source: Project Candy 1997

Base: All movie-goers, n=469

What Do They Do Before The Movies?

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.
14-17
(50)%

18-24
(101)%

Did something McDonalds Other fast food Video games Shopping Restaurant/Cafe Pub/Bar 0%
Base: All movie-goers, n=469

50 9
14

73 35 41 6 19

56 8 14 6 10

Opportunity:
Relocate sales to Concessions

5 6 9 22 4

15
11 -

9
26 6

50%

100%
*Source: Project Candy 1997

When They Get To The Cinema

Most arrive in time to see everything, even the slides. Teens more likely to gather very early.
14-17
(50)

18-24
(101)

Early, to hang out with friends 10-15 mins before the show As show began Previews started Movie started 1 0%
Base: All movie-goers, n=469

10 56
78

25 48

11 54

22 8

26 1

20 15

50%

100%
*Source: Project Candy 1997

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 other activities and people Concessions are an integral part of the movie experience

Coca-Cola Cinema strategy...

The New Cinema Strategy

Taking your Key Business Drivers ...

VOLUME

TRAFFIC

ENTERTAINMENT

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

Refreshing Movie

Promoting
Movie

Entertaining
Movie

goers
Driving incidence through promotional programs and operational excellence

going
Leveraging the properties of the TCCC System to drive traffic

goers
Building an association between CocaCola brands and the movie experience

Step 1: Persuading Consumers to Purchase

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Refreshing Movie Goers

Objective

Driving Volume

Strategy

Resources

Marketing Plan Merchandising Promotions

Operational Excellence Service / Equipment Staff Training

Outcome

Promotional Allowance Consumer Research Post Evaluation

Drive Gross Profit

Step 2: Driving Traffic

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Promote Movie Going

Objective

Drive Traffic

Strategy

Total Circuit

Competitive Zones

Resources

Cross Promotions Sponsorship Properties Loyalty Programs

Outcome

Promotional Allowance Cinema Tickets

Drive Admission Revenue and Candy Bar Sales

Step 3: Enhance The Experience

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Entertaining Movie Goers

Objective: Build Coca-Cola brand preference Enhance the movie going experience

Strategy:

Utilise cinema channel as a media - screen advertising - billboard

Resources:

Media fund Creative development fund Consumer research

Outcomes:

Build Candy Bar ritual Increase consumer satisfaction

Innovative Merchandising Strategy

Points of Interaction Program
Interrupters Persuaders Reminders

Drive Volume

Understanding Movie Going Behaviour

Concessions

Ticket Counter

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