Market analysis and management of Liberty Cinema

Market outline and management of indecorousness moving-picture showAt the liberty motion picture, the node comes to the berth in order to nab the move entertainment, since the customer has to be physic solelyy present to experience the impression on the theater screen. The geographical cinema is accessiblely located at No 35, Dharmapala Mawatha, Colombo-3. This location is very convenient since it is in the heart of Colombo making it substantially accessible for all the customers from Colombo as tumesce as out of Colombo.( receipts schedules)Speak roughly meter, only geographical location is mentionedPeopleAccording to Lovelock and Wright (2002) multitude guess customer and employees who are involved in operate cropion and provision, and m any(prenominal) an(prenominal) serve depend on direct personal interaction amongst customers, firms and employees. The nature of these interactions strongly influences the customer perception of service lineament. Customers oft en prove the quality of the service they receive largely on their assessment of the people proving services.From a cinema customer expect standard service, honour for coin and so on. On the separate hand the employees need to enhance their profitability by satisfying customers fully.The targeted groups of customers for liberty cinema are of importly teenagers between 16-24 years of age, children under the age of 16 and families and therefore they screen cartoons, fictions and actions delineations (English and Hindoo only) in order to cater to their target market well. They screen these images along with the worldwide release dates in order to cater the desperate customers well in advance.As you can see from the diagram, autonomy motion-picture show employees 17 staff that are recruited by the firm and 2 security officers from an outsourced company. limited training has been provided to the technicians to everywherecome any interruption .All employees are highly incite a nd their efficiency can be easily seen on highly move 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 certaintyAccording to Lovelock and Wright (2002) and marketing terminology glossary Physical Evidence refers to opthalmic or new(prenominal) tangible parts or clues that provide prove of service quality and performance which customers can actually see or experience when they use 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 physiological 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 mark eting, series editor adrian buckley, pen 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 whole works such as invoices which are given when advance takeing is made by tour as well as the e-mail when booked over the cyberspace and tickets provided before entering the cinema foyer, furnishings of the interior cinema and seats, Internet WebPages (www.eap characterizations.com), uniforms of employees (the employees put on black color tro drug users and orange t-shirts with the name EAP movies printed on left pocket), the building, the ad provided in newspapers and websites and so on.Speak aboutCreate and maintain physical appearancesBuildings/landscapingInterior de signaling/furnishingsVehicles/equipmentStaff grooming/clothingSounds and smells opposite tangiblesManage physical cues carefully- can have profound impact on cus tomer impressionsProductAll the components of lens nucleus and supplementary returns that create value for customernitty-gritty product and supplementary products of Liberty CinemaCore productIn service marketing, product refers as a service. product essential be crotchety from competitors because when customers approach to service organization customers must pure tone no other service providers offer such features, Libertys core service is entertaining customers so their core product Is movies, especially shows modish 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 production process in order to enhance the core product value and make customers to feel more(prenominal) convenience, Liberty is a one of the best cinema hall in Colombo that provides supplementary services that areCar honey oil (outsource)Snack shopComfortable seatsA ir condition arriere penseeState of the Art Surround Sound SystemIt is ap put forward is a cinema hall cannot have many other supplementary services however, Liberty provides necessary additional requirements.Other types of products judge productExpected product (service) is directly links to Core product, Expected product, is customers expectation on the core product. Customers expectation entertainment movies, if customer is not satisfied shown movie. Lets avow Two movies are released X and Y and liberty shows Y movie simply customers expectation is X movie definitely that will give away Libertys reputation and profit. Therefore, not only Liberty but also other Service organizations must consider customer expected product.Productivity and shadeEfficient and effectiveness in Service ProductivityBetter Service productiveness is the degree to which organizations reduce input and addition output that is the live trend in service sector this will tending to increase profitabilit y so as Liberty Follows this concept.Productivity can be easily seen when present at the cinema. The staff is highly efficient and productive, share keep the environment clean and having the watchmans enjoy the movie with upper limit 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 terms of productivity, Liberty Cinema employees 14 staffs and manages motivate them to gain their capability 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 growing 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 slow due to the gro wing demand for the movie Eclipse.Involving customer more in productionCustomers involvement is huge during service production because 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 check tickets from Libertys website, Eticketing or can reserve ticket within a clear 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 seat productivity (book)These factors shows Liberty currently involving improve productivity in order to unique among competitors.Service QualityLiberty Cinema enjoys to be the best narrate of the art modern theatre, its only competitor is also managed by their parent company that Savoy Cinema.Customers always compare the service with other competitors, when quality is below than competitors that shows poor service quality.Analyzi ng Libertys service quality dimension dependabilityAt the liberty cinema there 17 staffs including a manger, they works as a team 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 ternary 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 maintain the ticket in less than 2 minutes.AssuranceTo have intimately relationship with customers Libertys front stage people are ability to deal fluently in three languages and they are very polite with customers, and offstage staffs well trained to perform services for E.g. To be a Libertys main operator needs minimum 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/ instruction team tries their best not to vary the price of the ticket depending on what movie you watch. Since, there is less crowd attendant the cinema on weekdays the management has reduced the ticket prices by Rs 20.00. They believe that this is successful to several(prenominal) extent.Marketers must recognize that customer outlays involve more than price salaried to sellerTraditional pricing tasksSelling price, discounts, premiumsMargins for intermediaries (if any)Credit terms find out and minimize other cost incurred by usersAdditional monetary costs associated with service usage (e.g., travel to service location, park ing, phone, babysitting, etc.)Time expenditures, especially waitUnwanted mental and physical effortNegative sensory experiences forward motion and EducationalLiberty 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 away 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- advertizement 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 metro politan area, any traveler or passer can easily notice the latest movie.They also have a large natural covering providing movie trailers to passer, allowing them to see a glimpse 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 sine qua non 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