Market analysis and management of Liberty Cinema

Market analysis and man historic periodment of freedom CinemaAt the liberty plastic film, the node comes to the stance in cabaret to get the happen upon enjoyment, since the customer has to be physically present to experience the movie on the theater screen. The geographical photographic film is conveniently find at No 35, Dharmapala Mawatha, Colombo-3. This location is very convenient since it is in the heart of Colombo reservation it easily accessible for all the customers from Colombo as well as out of Colombo.( operate schedules) accost about time, only geographical location is mentionedPeopleAccording to Lovelock and Wright (2002) people mean customer and employees who are involved in serve well occupation and provision, and many a(prenominal) services depend on direct personal interaction between customers, firms and employees. The nature of these interactions strongly influences the customer perception of service feel. clients often judge the quality of the servi ce they receive king-sizedly on their assessment of the people proving services.From a cinema customer expect standard service, value for money and so on. On the other hand the employees need to enhance their profitability by satisfying customers fully.The targeted groups of customers for liberty cinema are mainly teenagers between 16-24 years of age, children under the age of 16 and families and therefore they screen cartoons, fictions and actions movies (English and Hindi only) in order to cater to their target market well. They screen these movies a keen-sighted with the world massive release dates in order to cater the desperate customers well in advance.As you dejection see from the diagram, Liberty Cinema employees 17 staff that are recruited by the firm and 2 security officers from an outsourced company. Special training has been provided to the technicians to everywherecome any interruption .All employees are super motivated and their efficiency layabout be easily seen on highly crowded days.Speak about front stage and Back stage employees in the organization try to divide employeesThe success of marketing a service is tied closely to the selection, training, motivation and management of people (Payne, 2001)Physical evidenceAccording to Lovelock and Wright (2002) and marketing terminology glossary Physical Evidence refers to visual or other patent parts or clues that provide evidence of service quality and performance which customers can actually see or experience when they give a service.(http//www.mshmgi.com/glossary,P,Physical+Evidence.html)(Lovelock and Wright, 2002 (Offline), Principles of Service marketing and management, Second edition)OrThis is the service firms physical environment where the service is created and where the service provider and customer interact, plus any tangible elements that are used to communicate or support the role of the service.(the essence of service marketing, series editor adrian buckley, author adrian payne, 2001)In this service which is the film entertainment the visual or the other tangible clues that provide evidence of service quality and performance comes in a number of various ways. The Paper full treatment such as invoices which are given when advance booking is made by visiting as well as the e-mail when booked over the internet and rags provided before entering the cinema hall, furnishings of the interior cinema and seats, Internet WebPages (www.eapmovies.com), uniforms of employees (the employees wear black color trousers and orange t-shirts with the name EAP movies printed on left pocket), the building, the advert provided in newspapers and websites and so on.Speak aboutCreate and maintain physical appearancesBuildings/landscapingInterior de planetary house/furnishingsVehicles/equipmentStaff grooming/clothingSounds and smellsOther tangibles take physical cues carefully- can have profound impact on customer impressionsProductAll the components of spirit and supplementary p roducts that create value for customer loading product and supplementary products of Liberty CinemaCore productIn service marketing, product refers as a service. product must be alone(predicate) from competitors because when customers approach to service organization customers must feel no other service providers offer such features, Libertys core service is entertaining customers so their core product Is movies, especially shows latest Hollywood and Bollywood movies, particularly U rated movies, Liberty targets only Family movie.Supplementary productSupplementary product is additional service, that is delivered during the core exertion process in order to enhance the core product value and make customers to feel more convenience, Liberty is a one of the best cinema hall in Colombo that provides supplementary services that areCar park (outsource)Snack shopComfortable seatsAir condition makingState of the Art Surround Sound SystemIt is apparent is a cinema hall cannot have many oth er supplementary services however, Liberty provides necessary additional requirements.Other types of productsExpected productExpected product (service) is directly links to Core product, Expected product, is customers prediction on the core product. Customers expectation entertainment movies, if customer is not satisfied shown movie. Lets say Two movies are released X and Y and liberty shows Y movie and customers expectation is X movie definitely that will ruin Libertys reputation and profit. Therefore, not only Liberty but also other Service organizations must consider customer expected product.Productivity and QualityEfficient and effectiveness in Service ProductivityBetter Service productivity is the degree to which organizations reduce input and growth output that is the existing trend in service sector this will help to increase profitability so as Liberty Follows this concept.Productivity can be easily seen when present at the cinema. The staff is highly efficient and produ ctive, helping keep the environment clean and having the viewers enjoy the movie with level best clarity and quality. Due to this success, Liberty Cinema enjoy houseful shows every time a box office movie is released, which earns an average revenue of Rs 600,000.00.In ground of productivity, Liberty Cinema employees 14 staffs and manages motivate them to gain their potential output. The premises is kept clean after every show so that everyone is able to enjoy.Customer driven approach productivity used in Liberty cinemaChanging the timing of customer demandLiberty Cinema, tries their best to cater to the emergence demand. They only provide the latest movie and they try their maximum to shows movies on simultaneous release all over the worlds. Example Raavan was released simultaneously with the world wide release. Robin Hood is delayed due to the growing demand for the movie Eclipse.Involving customer more in productionCustomers involvement is huge during service production becaus e they have to do all the task to get the service, technologies introduced to reduce the involvement of employees For E.g. Customers can get information such as show time ,place and can reserve tickets from Libertys website, Eticketing or can reserve ticket within a minute using Dialog SMS. Customers willing to server by themselves than others so as liberty follows this concept. For e.g. self-service pumps have increased gas station productivity (book)These factors shows Liberty currently involving improve productivity in order to unique among competitors.Service QualityLiberty Cinema enjoys to be the best state of the art modern theatre, its only competitor is also managed by their parent company that savoy cabbage Cinema.Customers always compare the service with other competitors, when quality is below than competitors that shows poor service quality.Analyzing Libertys service quality dimensionReliabilityAt the liberty cinema there 17 staffs including a manger, they works as a tea m to provide service accurately without any delay that is what customers always expect. In addition, it is a cinema hall so complete operation is depends on back stage staff, for e.g. they have three operating staffs, an accountant to keep organization finance record.TangiblesLiberty Cinema has been recently undergone refurbishment to give a modern touch. The exterior is more of a classic theater and interior is cozy making the viewer to enjoy the movie. The seats of highest quality and is placed and arranged to provide a clear view of the giant screen.Responsiveness and EmpathyLiberty shows movies on time, but customers mostly need to wait to get tickets but they can book in advance by Email/Dialog SMS and can obtain the ticket in less than 2 minutes.AssuranceTo have good relationship with customers Libertys front stage people are ability to speak fluently in three languages and they are very polite with customers, and backstage staffs well trained to perform services for E.g. To b e a Libertys main operator needs stripped-down two year experience as a co operator.Liberty should improve and maintain quality in order to acquire benefits in long run.Pricehttp//www.eapmovies.com/internal/rates-and-show-times/Management team tries their best not to vary the terms of the ticket depending on what movie you watch. Since, there is less crowd partner the cinema on weekdays the management has reduced the ticket prices by Rs 20.00. They believe that this is successful to some extent.Marketers must recognize that customer outlays involve more than price paid to sellerTraditional pricing tasksSelling price, discounts, premiumsMargins for intermediaries (if any)Credit termsIdentify and minimize other be incurred by usersAdditional monetary costs associated with service usage (e.g., travel to service location, parking, phone, babysitting, etc.)Time expenditures, especially waitingUnwanted mental and physical effortNegative sensory experiencesPromotion and educationalLibe rty Cinema collaborates with other firms for its promotional campaign. Liberty Cinema uses the following Media for their promotional activities.Radio they collaborate with leading radio station and give aside movie tickets to lucky winners.Paper Every weekends in all leading newspapers, Liberty Cinema gives away tickets to winner for question that are based on the current movie that is showed at the cinema.TV- With the help of the sister company Liberty Cinema promotes their movies on Swarnawahini providing review of the movie also promoting their service.Facebook Fan PageDepending on the movie that is screened, the promotion depends.Kids Movie- advertisement and posters at schools and also ticket is slashed by 40 % if a group visits.Teens and Adults Promotions at institutes and firms aSince they are located in a metropolitan area, any traveler or passer can easily notice the latest movie.They also have a large Screen providing movie trailers to passer, allowing them to see a gl impse of the movie.Instructional MaterialThis is where the user or consumer is being helped with services that are provided. Liberty Cinema, does provide sign boards for the supplementary services that they provide additionally in case of emergency they will also project it on to the screen. Ex Vehicle Block.Liberty Website, Facebook and newspapers do provide full details the services that a movie fanatic can expect.Process