Entertainment Industry

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Comparison Between PVR & Cinemax

CHAPTER I
ENTERTAINMENT INDUSTRY
Entertainment consists of any activity which provides a diversion or permits people to amuse
themselves in their leisure time. Entertainment is generally passive, such as watching opera
or a movie. Active forms of amusement, such as sports, are more often considered to be
recreation. Activities such as personal reading or practicing a musical instrument are
considered to be hobbies. Entertainment may also provide fun, enjoyment and laughter. The
industry that provides entertainment is called the entertainment industry. There are many
forms of entertainment for example: cinema, theatre, sports, games and social dance. Puppets,
clowns, pantomimes and cartoons tend to appeal to children, though adults may also find
them enjoyable.
The concept of leisure, and the freedom to choose individual pastimes and leisure pursuits, is
a 20th century development for the mass population. Historically, only the wealthy could
divide up their time to engage in activities of their choosing. The working classes had neither
the time nor the money to enjoy leisure activities on a broad scale. The development of
leisure is seen predominantly in westernized cultures, where it has become increasingly
sophisticated. Over the years, as working hours have shrunk, people found that they had more
free time on their hands to spend on leisurely activities. Sitting home with a book could only
go so far, and thus an entire industry sprung up to make money on those who wanted
“something to do.” This is the leisure industry, which actually spans numerous types of
industries. Leisure industry fields include: restaurants, amusement parks, theaters, hotels,
gaming places, venues for musical groups or lectures, and sporting arenas. Also one might
include spas, gyms, and areas where one can conduct sports, like golfing or boating as part of
the leisure industry. Anything that is made to be enjoyed, and is made to occupy one’s leisure
hours is essentially part of the leisure industry. Leisure being what we do more or less
voluntarily and pleasurably within our way of life; leisure services being all those
occupations and organizations that deal with leisure behaviour — from tourism to therapeutic
recreation to parks. The reinvention of leisure is going on right now but, just as fish
presumably do not see water; it may be hard for those of us interested in leisure services to
see such change. Perhaps these changes can't be seen (or understood) directly, but instead
require that professionals and students learn more about what is changing in our environment,

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Comparison Between PVR & Cinemax

our economy, our society, our use of technology, and our values. Given the accelerating
change in our world, it seems leisure will be changed for those in both the modern and
developing worlds. It would follow that the organizations that serve people providing a broad
array of recreation, park, sport, cultural, theatres, therapeutic, tourism, hospitality, hotel,
restaurant, and other "leisure services" will be, themselves, in a process of change,
reinvention, reconceptualization and adjustment.
The entertainment industry (also informally known as show business or show biz) consists of
a large number of sub-industries devoted to entertainment. However, the term is often used in
the mass media to describe the mass media companies that control the distribution and
manufacture of mass media entertainment. In the popular parlance, the term show biz in
particular connotes the commercially popular performing arts, especially musical theatre,
vaudeville, comedy, film, and music.
Entertainment Industry in India has registered an explosive growth in last two decades
making it one of the fastest emerging industries in India. Television itself witnessed its
transformation from a single government owned channels to a medium telecasting more than
300 national and regional channels. At present Indian film industry or Bollywood is a perfect
combination of entertainment and commercial sector, producing close to thousand movies in
a year in various Indian languages. Indian film industry supersedes Hollywood in terms of
movie production quantity by more than three times. As per the recent report by Price
waterhouse Coopers (PwC), Indians are likely to spend more on entertainment in the coming
years with a steady growth in their disposable income. And as per the combined survey report
by KMPG and FICCI, the entertainment industry in India is expected to expand by 12.5%
every year and is likely to reach US$ 20.09 billion by the year 2013. Key sectors of Indian
Entertainment Industry are - Music, radio, digital media are some of the other fastest growing
sectors in the Indian entertainment industry. Entertainment industry includes – Film Industry,
Theatre Industry, Television Industry, Music Industry, Radio Industry, and Animation
Industry. The Government has introduced some reform policies to trigger the growth of
entertainment industry in India. They are:


Allowing 100% FDI on advertising and film industry through regular channels



Authorizing 49% foreign stake in DTH and cable TV

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Comparison Between PVR & Cinemax



Allowing establishment of uplinking destinations to private TV broadcasters for
satellite uplinking from India



Certifying the repute of an industry to the movie sector



It has given its consent on the guidelines for Headend-in-the-Sky (HITS) operators, an
equipment that will offer electronic cable content to Indian viewers



Permitting Foreign Direct Investment (FDI) in FM radio industry with a 20%
restriction



Paving way for FM Radio functioning to the private sector



Including development projects of film industry in its five-year plans and allocating
US$ 50.13 million to it.

The Indian film industry is the largest film industry in the world in terms of the
number of films produced and admissions each year. Revenue for 2010 was estimated at
Rs. 89 billion (US$1.3 billion), which was less than 1% of global film industry revenue
and a fraction of the U.S. Film industry revenue, which was US$9.49 billion in 2003. Nearly
80% of Indian Industry revenues come from Domestic and Overseas Theatrical. On the
contrary US Film Industry earns only 35% from box office sales and remaining 65% is
derived from other revenue sources. This clearly signifies the onset and potential of
Cinemaxes in the Indian Film Exhibition Sector.
The story of single-screen theatres has reached its sad end in India. In India, the single-screen
theatres with poor facilities and zero-service oriented staff are on last stage of their life. These
are getting converted into Cinemax. India's Cinemax bandwagon has gone beyond the metros
to redefine entertainment in B and C class cities like Indore and Jaipur. These theatres have
fully air-conditioned halls with marvellous ambience, plush chairs, excellent audio-visual
quality, better infrastructure, professionally-oriented services, proactivity and allied facilities
like restaurants, play zone etc. Their aim is to provide world-class entertainment services.
Multi-screen theatres have opened new vistas for the entertainment industry. After the entry
of corporate titans like Reliance, the scenario of entertainment services has become more
professional than ever. These theatres have changed the entire movie-going experience. These

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Comparison Between PVR & Cinemax

theatres are known for marvellous ambience, excellent audio-visual quality, better
infrastructure, professionally oriented services, proactively and allied facilities. After gaining
stronghold in metros the Cinemax players are now entering into B and C class cities. Cities
like Lucknow, Indore, Nasik, Aurangabad, Madurai, Kanpur, Amritsar and Jaipur are the new
destinations of Cinemax players. Fuelled by rising income of people and advancements in
technology, these Cinemax are spreading red carpets for a wonderful movie-going experience
of viewers.
Cinemax is a medium that offers a person composite entertainment comprising of a one stop
destination to shop, entertain, and dine and watch a Varity of movies under a common roof.
Cinemax are one of the means of lifestyle that offer to viewers the choice of watching a
movie in a five star or three star environment. The Cinemax model is based on concept of
umbrella entertainment built around a primary anchor- movie. The revenue streams, however,
do not necessarily centre on a single anchor.
Typically, the possible income generating channels in a Cinemax can include.
 The box office collections
 Rent from display system
 Food & beverage
 Product lunch rentals
 Promotions by companies to promote consumer goods.
Why there is a Cinemax boom? - In India there are about 20,000 theatres and there is a plenty
of space and resources for an equivalent number of theatres to be started all over. Thus, there
is a high growth rate for the Cinemaxes in the entertainment industry. Due to the high growth
rate of the Cinemax industry. Various benefits are provided by the government such as overall
tax concessions, reduction in entertainment tax and so on in order to motivate the industry
person. Some of the other factors involved are given below Aspirations: There is a huge group of people who are very ambitious and have a status
symbol (premium or the top class) or desire to possess it. Thus, these groups of people
prefer to have an edge over others (middle and lower class) by viewing movies in a
Cinemax rather than a single screen theatre as it is a matter of pride and honour for
them.
 Attitudinal Change: Gone are the days when one used to think about saving the
money by not going to the theatre along with the family to watch a movie and instead

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Comparison Between PVR & Cinemax

go out for a picnic to enjoy the whole day. Gradually, this concept has changed now
because if aperson plans to spend his whole day for enjoyment along with his family,
then Cinemaxes are the best option as they have everything from shopping stores to
restaurants, cafeteria, games corner and so on.
 Combination of various facilities: The concept of satisfying the consumer under
one
common roof is growing rapidly all over the world. Thus there are two types of
combinations found; mall with Cinemax and Cinemax with shopping facilities and
other amenities.
 More number of screens: This is one of the most important reasons for the Cinemax
boom. These are more screens, roughly 3-5, when compared to the normal movie
theatre.
 Risk minimization: Also, the benefit that the Cinemax has over the single screen
movie theatre is the ‘risk minimization’ factor. The Cinemax has various partners,
various company collaborations, and thus they work together to achieve the goals set
up by the organization. Also, the risk is minimized when the space is let out to various
corporate organizations such as Reliance, Vodafone, HDFC, Citibank and so on for
product launches and various promotional launches.
Key players of Cinemax industry are Fun Cinemas is a cinema chain in India based in Mumbai owned by the Essel Group
and promoted by E-City Ventures.
 INOX Leisure Limited is the diversification venture of the INOX Group into
entertainment and is a subsidiary of Gujarat Flurochemicals Ltd.
 PVR (Priya Village Roadshow) Cinemas is one of the largest cinema chains in India.
The company, which began as a joint venture agreement between Priya Exhibitors
Private Limited and Village Roadshow Limited.
 BIG Cinemas, a division of Reliance MediaWorks Limited, a member of the Reliance
Anil Dhirubhai Ambani Group(ADAG), is India’s one of the largest cinema chain
with about 516 screens spread across India, US and Malaysia and Netherlands and
caters to over 40 million consumers.

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Comparison Between PVR & Cinemax

ABOUT THE COMPANY

Priya Exhibitors Pvt. Ltd is a part of the diversified Bijli Group, which has interests in
transport, finance and construction sectors all over India. After a downturn in the industry in
late 80s when the onslaught of video wars at its peak cinema has now been rejuvenated with
the latest international trends in cinema exhibition reaching India’s shores swiftly with the
arrival of satellite TV. The capitals cosmopolitan audience is becoming increasingly aware of
the advanced cinematic technology that enhances the movie going experience and this has
whetted their appetite for watching movies on the “big screen“. To cater to the increasingly
sophisticated tastes of the audience Priya exhibitor Pvt. Ltd. totally refurbished the existing
cinema in June 1991 including installation of a Dolby stereo sound system. They also gained
exclusive rights to screen blockbusters from major distributors mainly Warner brothers, 20th
century fox, united international pictures, small wonder then that the cinema has become the
focal point for entertainment in the capital for both the young and old attracting over 30,000
patrons a week. In fact, “Speed” set a national box office world record of Rs.785000 in its
first week of screening at PVR (the highest ever for an English film), which is remarkable
considering the relatively low price of a cinema ticket in India. Buoyed by the overwhelming
success of the cinema after upgrading, Priya exhibitors ltd have taken the next initial step for
setting up the first Cinemax in the country in a joint venture with Village Roadshow Ltd,
Australia’s leading Entertainment Corporation.
PVR is a brand name synonymous with state-of-the-art cinema exhibition in India. PVR
specializes in developing and operating state-of-the-art Cinemaxes. PVR Cinemas are the
leading cinemas in the country with an emphasis on design, technology and service. Over the
last three years, PVR has established itself as a very strong brand associated with movies,
quality exhibition and youth-targeted promotions.
The company was conceived as a Joint Venture between the Bijli family, headed by Mr. Ajjay
Bijli as Indian Promoters and Village Roadshow Limited of Australia, one of the largest
Cinemax operators in the world with more than 1500 screens under operation.
PVR FIRSTS
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Comparison Between PVR & Cinemax

 First to launch a Cinemax in India - PVR Anupam Saket, Delhi
 First to launch India's biggest 11 screen Cinemax - PVR, Bangalore
 First to bring premier movie viewing to India with the exclusive Europa Cinema and









Lounge at PVR Gurgaon
First to introduce Gold Class Cinemas in India at PVR, Bangalore
First to form a foreign joint venture with Village Roadshow, Australia
First to receive institutional funding in the cinema industry – from ICICI Venture
First to offer computerised & online ticketing
First to accept credit cards in cinemas
First to introduce mobile based information & ticketing service
First to launch a loyalty program for movie-goers in India
First to launch 'Movies First' - a monthly magazine that updates the movie lovers on
the latest happenings in Bollywood and Hollywood.

RELATIONSHIP WITH VILLAGE ROADSHOW - In 2002, Village Roadshow was
undergoing a strategic and business restructuring worldwide. As part of their worldwide
strategy, they decided to concentrate on the Production business and on Exhibition business
only in those territories where they have majority control and have the critical mass of
screens. In line with this strategy they exited from almost 20 countries worldwide, including
India. Village Road show’s inability to support the growth plans of PVR, the Indian
promoters offered to buy out the Village stake and the joint venture was mutually decided to
be terminated in June 2002. However, though Village Road show exited as a joint venture
partner, the excellent relationship between both companies continues and is reflected by the
fact that PVR continues to have an exclusive long term technical and marketing services
arrangement with its erstwhile partners on a long term basis. During the 5 years of joint
venture with Village, PVR was exposed to best business and operational practices in the
Cinema Exhibition industry and was able to revolutionize the way to go to cinemas.
DIVERSIFICATION - PVR has also ventured into the business of film distribution and set up
PVR Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specialises in acquisition
and local distribution of films. PVR Cinemas has also come out with a film magazine. PVR
Movies First, as the magazine is called is the latest addition to PVR's big bouquet of offerings
in the movie entertainment business. It is a monthly magazine and is expected to fulfill the
information needs of the die-hard movie fans.

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Comparison Between PVR & Cinemax

MARKET PENETRATION AND DEVELOPMENT - Beyond the existing markets, PVR is
contemplating implementing new Cinemax projects in Delhi, NCR, Mumbai, Hyderabad,
Bangalore and Indore.

PVR AS A BRAND - PVR has successfully assimilated the Standard operating business and
operational practices of Village Roadshow and set new standards in the quality of exhibition
in India. The quality of cinema viewing has made the PVR brand synonymous with high
quality cinema viewing in the country. This has enabled them to enter into strong corporate
alliance partnerships and co-marketing exercises with leading brands like Pepsi, Evian,
Samsung, Whirlpool, Hero Honda, Bharti, American Express, Master Card, Pizza Hut,
Cadburys etc. This has generated additional steady stream of revenues for the company.

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Comparison Between PVR & Cinemax

SWOT ANALYSIS OF PVR CINEMA –
Strengths –
 First mover advantage in the Cinemax business in India
 Updated technology
 Premium positioning
 Plays Hindi, English, Regional & foreign movies
 Locational strength
 Ambience
 Started the concept of ‘a complete movie going experience’
 Market leader
 Very strong brand equity
 TOM recall
 ‘Original’ Cinemax
 Blend of retail & entertainment
Weaknesses –
 High cost perceptions
 T.A very specific (not mass service)
 Disjointed images for all PVR properties
 Customer retention
 Parking problems
Opportunities –
 First mover advantage
 Growing family spend on entertainment
 Large film industry – over 200 hindi films every year
 PVR loyalists
Threats –
 Competition blooming large
 Government’s interference
 Entertainment Tax
 Other Cinemaxes as competition
 Other ways of entertainment
 Accused of increased crime rate
 Piracy No control over surroundings e.g. West Delhi
 Movies becoming bigger than the brand
MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are
generally tested for measurable results. Commonly, marketing strategies are developed as
multi-year plans, with a tactical plan detailing specific actions to be accomplished in the
current year. Time horizons covered by the marketing plan vary by company, by industry, and
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by nation, however, time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and interactive. They are partially
planned and partially unplanned. Marketing strategy involves careful scanning of the internal
and external environments which are summarized in a SWOT analysis. Internal
environmental factors include the marketing mix, plus performance analysis and strategic
constraints. External environmental factors include customer analysis, competitor analysis,
target market analysis, as well as evaluation of any elements of the technological, economic,
cultural or political/legal environment likely to impact success.
MARKETING STRATEGIES OF PVR CINEMA
Segmentation- On the basis of customer preferences, we may classify PVR under the
Clustered category. This is owing to the fact, that out of the entire masses they have clearly
defined their target audience and aim to cater to them. Also, PVR is a Concentrated Market
because they only cater to the premium movie-going audience i.e. SEC A and SEC B. PVR
Cinemas has approx. 22 million movie goers per month.
Targeting- PVR being the first of its kind has always been a market leader and therefore its
offering to the customer is Innovative. PVR has premium pricing and they target mainly SEC
A and SEC B. PVR has brought to its customers the experience of Luxury Cinema. PVR uses
the concentrated method as they have target a much focused audience out of the entire
masses. PVR witnessed tremendous success Europa Lounge in Delhi. PVR’s chain use
Differentiation method for pricing. It practices different price slabs for different target
audience.
Positioning - PVR had, and still has a very well planned market position. Its premium
positioning affects the customers perceptual positioning. Therefore, they decided on their
marketing strategy and pricing, keeping the target market in mind. In case of PVR, they make
use of all their tangible elements to prove to their customers that their movie tickets are worth
the price they are paying. Also, since some of the other movie theatres (which are not
Cinemaxes) are still offering movies at rates as low as Rs 50, it is the task of its marketer to
ensure that PVR comes across as a superior brand in terms of cinema viewing as well as the
experience.

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Comparison Between PVR & Cinemax

Entertainment Marketing: Marketing of entertainment services is referred as entertainment
marketing. Entertainment services include screening of movies, their premiers, press & media
required special screening of movie show & also different types of eatables served within the
Cinemax is divided into two types namely:
Movie Marketing: this is one of the most important areas which is marketed & helps in
creating a brand image for the company. The main focus is to market the movies that are big
screened along with creating & making aware the people about the Cinemax. Also during
such premier’s press & various media channels are invited to cover the whole premier event
which has a positive effect on the Cinemax. As stars are called for the premiers of special
movies along with outside people, this act as a “synergy effect” and thus more & more
number of people become aware about the Cinemax and its day to day activities. All above
this with the help of various media channels, huge & extensive advertising is done for the
movies which add to the recall value on the minds of the people.
Café Marketing: This is an altogether new concept started and undertaken by Cinemaxes for
marketing its movies. It basically helps in promoting its movies with the help of eatables sold
in the cafeteria within the premises of the Cinemax. Here the eatables are named after the
movies & various film stars during the release of much hyped & successful movies.
Special Events Marketing: the positive point that multiples gains over others is that along
with the screening of various movies it also screens special event such as F1, cricket matches,
various documentaries and social messages that are to be passed n community. Cinemax also
organize celebration of religious festivals as well as special days such as valentine day,
friendship day, Independence Day & republic day & events such child fest. Also, it arranges
for many events & birthday parties as per the customers’ demands. Such activities give
unique experience to its customers who feel the same home & personalized atmosphere
present there.
Tie up With Various Corporate: Cinemax has tie-up with many corporate associates as they
help each other in their day to day activities. Both of these go hand in hand. Their relationship
is of “give & take” type; it is like the corporates organize or they host the events that are
conducted in the Cinemax & in turn the Cinemax gives it sales indirectly.
.

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Comparison Between PVR & Cinemax

Movie Shootings & Advertisements: Cinemax also allows shootings for movies &
advertisements as it helps to publicize & create a brand name for itself. Movie shootings
advertisements take place here because of the ambient factors & also space the surrounding.
Also it acts as a business activity as the movie makers are not given the premises free of cost.
Special Screening of Hollywood Movies: A new concept started by many Cinemax is the
screening of Hollywood movies at their theatres. These special screenings are referred as
“Midnight Matinees”. Midnight Matinees is another innovative attempt on the part of
Cinemax to combine various elements of leisure & partying with cinema viewing.
MARKETING MIX – 7 Ps

1) PRODUCT - A product (in the marketing context) may be tangible, intangible or both. In
case of services, on the contrary, the tangible component is nil or minimal. In services, there
is no or very little tangible element because of which they are considered as benefits, which
are offered to the target market. First, a service is a bundle of features and secondly, there
benefits and features have relevance for a specific target market. Therefore while developing
a service product; it is important that the package of benefits in the service offer must have a
customer’s perspective. Core Benefit is the MOVIES that the customer comes to a cinema
hall for, along with the attendant experience of PVR. The expected product in PVR’s case
would be ambience, hygiene, good service, parking, candy bar etc. PVR has augmented its
product offerings:
 Luxury cinema - PVR has brought to its customers the experience of luxury cinema.
After the tremendous success of Cinema Europa in Delhi, PVR Cinemas has
introduced the concept of luxury viewing to Bangalore as well. Gold Class Cinemas
have been introduced for the first time in India, are two ultra luxurious exclusive
auditoriums, each equipped with 32 plush and fully reclining seats and generous
legroom. Patrons can also enjoy star like treatment at the exclusive Gold Class lounge
which provides an excellent pre cinema experience with scrumptious food and
beverages.
 Bulk Bookings - There are special arrangements for bulk bookings (of twenty or
more tickets) done by corporate. Details can be filled online and PVR executives
themselves get in touch with the concerned people.

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 E-booking and tele-booking - PVR also provides the factility of e-booking, which
was first started by PVR, it has now been copied by Satyam cineplexes as well. It also
offers telebooking.
 Parties at PVR - PVR has also started helping customers in planning birthday/kitty
parties at PVR. They have made PVR a wholesome entertainment experience than just
a movie watching spree.
 Movie newsletter and magazine - To keep its customers hooked on to movies and to
PVR, it has also come out with an online newsletter called ‘PVR Wire’ is directly
mailed to the subscribers and can also be downloaded from their website. They have
also launched a movie magazine called ‘Movies First’.
 Movie vouchers - They have also taken out the unique concept of movie vouchers
which people can use as gifts. Many corporates have also started using these as
incentives and rewards for their employees. The vouchers are available in
denominations of Rs 100 to Rs 350 and a minimum of 25 coupons needs to be
purchased to avail of the offer.
2) PRICE - PVR when started off had a huge advantage of being the only one of its kind in
Delhi to begin with. Therefore, they could charge a higher amount to its target audience, as
they did not hesitate to pay the sum for the new concept. This high pricing helped them make
maximum gains. Also, PVR had, and still has a very well planned market position. Its
premium positioning affects the customers perceptual positioning.In case of PVR, they make
use of all their tangible elements to prove to their customers that their movie tickets are worth
the price they are paying. Also, since some of the other movie theatres (which are not
Cinemaxes) are still offering movies at rates as low as Rs 35, it is the task of its marketer to
ensure that PVR comes across as a superior brand in terms of cinema viewing as well as the
experience. The movie theatres market is a Free Market, even though the government in the
past regulated it. This allows PVR as the market leader to set its own prices. Prices that had
originally started from Rs 125 (for evening shows) and Rs 90 (for morning shows and
weekday plans) have increased to a high of Rs 150 and the lowest is Rs 100. The high pricing
however has not led to any change in the footfalls that PVR gets. Even in slighter crowded
shows, the occupancy rates as low as 35% reaches PVR’s break-even points. The pricing at
PVR Europa is Rs 160 and a Gold Class ticket is charged at Rs. 750. It offers superior
ambience, environment, seating, viewing etc in the sum.

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3) PLACE - The issue of location here plays a very important role, as all PVR Cinema Halls are
stationed at good locations in the city, which gathers a large number of footfalls for them
every day. PVRs usually open at an eventful yet untapped location, followed by which (as we
saw in case of Anupam PVR Saket) other retail chains get opened around it as well. Their
places are always well situated and are well linked. PVR does not have any other channel of
distribution, as their service is sold solely at their chains. They do not follow any franchisee
outlets, even though they indulge in ticket sales online and via tele-booking. The only
intermediary involved for procuring movies are Indian as well as international movie
distributors, by way of whom they acquire the movies.
4) PROMOTION - PVR as a brand indulges into print advertisements on every Friday giving
out the latest movie schedules. Any new developments are communicated to the audience via
press releases. Hence there is a strong element of PR involved. Apart from that, they usually
have contests pertaining to latest festivals like Valentines Day, New Years Eve, Oscar Movies
Week etc. PVR also has a host of online promotional contests associated with movies. They
are also in collaboration with cellular services like Airtel have SMSand- win contests and
give out free tickets to the winners. Also, PVR attracts a lot of commercial shooting / media
coverage via programmes etc which promotes it as a brand in a big way. Organizing Star
Events on Premiers of movies like ‘Kuch Kuch Hota Hai’ helps PVR relate better with its
target audience i.e. the youth. The whole PVR banner and its exterior environment including
movie hoardings, banners etc help promote the concept of movie viewing as well as PVR as a
strong and successful brand. PVR also hosts premiere shows with leading movie stars visiting
the various PVR cinemas. They also host numerous fun events for children while screening
animations etc.
5) PEOPLE – This indicates the Employees and Customers. Service must be fully developed
and internally accepted before it’s launched. PVR indulges in the following: Complimentary
ticket on payment of entertainment tax amount at any point of time (2 days in advance) to the
employees, subject to Availability, Tickets to employees are given for: 1+1 oneself and
employees guest and 2 for immediate family i.e. parents, spouse etc. This has been done to
encourage movie going among employees as well as customers, Gives 10 national holidays to
employees, Report customer grievances to managers, Strict on rules on no smoking, drinking
on job etc, They are given personalized badges – symbolizes that the employees pride

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themselves on being a part of the PVR family, Very great importance is given to person
hygiene and appearance –Clean uniform and shoes, Not allowed to make a gesture to ask for
any sort of a tip / gift from customers, Job performance evaluation at the completion of first
90 days of employment. They are evaluated once a year on their anniversary of date of
joining by individual superiors and records regarding employees’ progress are evaluated, all
employees are taught to deal with safety problems like accidents, Fire, bomb threat, armed
robbery etc. All trainees are made to train at all departments like ticket sales, computer
ticketing, telebooking, sales enquiries, customer service skills, cash handling sales, credit
card sales etc. Lastly, it is made sure that all employees represent PVR in the best way
possible and sell it as a strong and well-established brand. All 55 employees are given full
details on what they are representing and informed all about PVR to make them a part of the
family. For the customers’ convenience, it is ensured by the organisation that there are no
loopholes. In case of any customer complaints, the employees are immediately directed to
report the same to their managers. The nature of all employees is very friendly, informed,
helpful, reliable, soothing, cheerful and youth-like. Therefore, the audience can easily relate
and communicate with them.
6) PHYSICAL EVIDENCE - Though customers cannot see a service, but they can definitely
see various tangible clues of the service offer like facilities, communication, objectives,
employees, other customers, price etc. On basis of these, he forms his opinion as they help us
to tangibalise the service. . Therefore, it is essential to manage physical evidence. Atmosphere
– helps to shape opinions. The building, layout, colours of interiors, tickets, labels, logo of
the organisation etc help to formulate a good unified corporate image / identity.
7) PROCESS - It was the first cinema company to introduce computerized ticketing through
use of international box office software in its cinemas; first cinema to accept credit cards in
India against tickets; and the first to offer cinema tickets on Internet with online payment
gateway for payment.. PVR was the first to install surround sound and Dolby in Delhi.
Gurgaon 7 screen megaplex is equipped with the latest THX approved sound system for the
real life sound effects and the state of the art Xenon based projection technology.

Page 15

Comparison Between PVR & Cinemax

General Description
A Cinemax is a movie theatre complex with three screens. The largest of these complexes are
sometimes referred to as a CINEPLEX
The system is being designed to facilitate the members engaged in the booking tickets at
Cinemaxes. The system has a wide application in the sector of Cinemaxes as it can provide
help in various activities. Some of the merits of this system are:









The system manages the whole database of the operators.
The system helps in reducing work load & pressure upon the employees.
The system is highly accurate and less error prone as compared to manual system.
The system helps in a better way of management of Cinemax ticket booking systems.
The system saves lots of time and effort as compared to manual system.
The system also helps in better storage and preservation of data and information.
The system also helps in speedy retrieval and seeking of data with the help of queries.
The system can develop and publish various data reports which can be used to
carefully study the whole picture.

Overcome all the demerits of old manual system.

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Comparison Between PVR & Cinemax

Organizational structure,
The first modern Cinemax was opened in Delhi by PVR Cinemas in 1997 with technology
imported from Australia. The PVR went on to revolutionize the movie theater industry and
broke many national records in cinema exhibition in the country. Since then there has been a
large boom in Cinemaxes in Delhi. There are now over 20 Cinemaxes with more being built.
Some of these are stand alone Cinemaxes while others are located inside malls.
These Cinemaxes follow the hierarchical relationship between the owner and operator.
CHAIRM

CEO

GENERA
L

MARKETI
NG
DIRECTO

BOX
OFFICE
MANAGE

ARTISTI
C

BUILDING
MAINTANAN
CE

HOUSE
MANAG
ER

PRODUCT
ION
MANAGER

TECHNI
CAL
DIRECT

BOX
OFFICE

SHOP
MASTER
S

Page 17

DESIGN
ER

STAGE
MANAG
ER

PERFORMING
ARTIST
ACTOR,SINGER,D

Comparison Between PVR & Cinemax

This Cinemax ticket booking system software provides various services to the operator,
mentioned below:
 A operator account.It updates the new released movies and removes the current
movies. To allow managers to reduce the work load of ticketing.
 This software is also used for current ticket booking, advance booking and
generating the total collection amount. To manage the data of different movies.
 It also maintains the whole database of ticket To control the ticket payment
structure.

1.1.5 Functions/activities of organization in reference to the information system under
study.
Cinemax Ticket Booking System:

Login:- The login process enters the operator information such as operator name and
password. If the operator is not registered, then the operator is not allowed to move to
Next Form. If he tries to do so an error message is displayed which says “Wrong
Operator”.



Movie Updating:- The operator updates the new released movies and removes the old
ones.



Ticketing:- The operator books the current available tickets for the customers, and books
advance tickets.

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Comparison Between PVR & Cinemax

CHAPTER II
Literature Review
Nandini Raghavendra (2010) “Cinemax industry: Ready for consolidation”
In the five years since the Anil Ambani-led entertainment group (then Adlabs, now Reliance
Mediaworks, RMW) bought a controlling stake in Manmohan Shetty's Adlabs in a whopping
Rs 350-crore deal, along with their 16 Cinemax screens, the industry has not seen big buzz
deals. Till, Shravan Shroff decided to sell his screen dream — Fame (96 screens) to Inox.
There is still a huge untapped potential. The big five players i.e Inox, Adlabs, PVR, Waves,
Big Cinema, in a unified voice feel there is a lot of space to grow. The problem, if at all, is
not of too many players right now but factors like piracy, shorter windows with satellite and
home video eating into theatrical and, of course, a low success ratio of films. These plus the
economic slowdown, saw expansion plans go slow. So, due to a host of reasons, the present
may look a bit bleak (add IPL to that list) but the long-term scenario looks intact. According
to the Ficci-KPMG 2010 report on the media and entertainment industry, by 2013, the
number of plex screens in India is likely to cross 1,600. "Cinemaxes have become an
important and integral part of the domestic theatrical industry. They have made a significant
impact in bringing viewers back to the cinemas. This is reflected in that as much as 60% of
Indian theatrical revenues for Hollywood and Hindi films, come from the Cinemaxes while
for South Indian films, it is 25%. Given the experience of consumers and part digitalisation,
the importance of plexes in the distribution space is here to stay," says executive director and
head, media & entertainment, KPMG, Rajesh Jain.
S. Romi (2008) “PVR Cinema- Success Story”
From rickety trucks to swanky malls. It’s been a long journey for Ajjay Bijli. Born in a family
that was into trucking business, he was asked to look after his business after he completed his
studies. With Priya, Mr Bijli had tasted blood and now he wanted more. “Since we screened
English movies regularly at Priya, I was in constant touch with Hollywood companies like
Columbia, UV and Warner Brothers during that period. The market for English movies in
India was growing in a major way and these companies were looking for an outlet in India. I
also came in touch with Australian company Village Roadshow that was looking for a partner
in India. Soon we were partners,” says Ajjay. So was born the joint venture Priya Village
Roadshow Ltd or PVR. Together they started setting up Cinemaxes for India. As luck would

Page 19

Comparison Between PVR & Cinemax

have it, Anupam was on the blocks. Mr Bijli grabbed the opportunity and turned it into a
Cinemax in 1997. “We were amazed with the kind of response we got.” Meanwhile, the
priorities changed for his overseas partner, Village Road Show, post 9/11. The lull in 2001
forced it to focus on the American market and movie production leaving the field here open
for the Indian partner. So, PVR or Priya Village Roadshow Ltd became PVR Ltd. “Now, we
only have a tie-up with them for technical backup.” Today Mr Bijli has ICICI Ventures as his
partner which owns 32 per cent stake in the company. Mr Bijli considers this as no mean
achievement. Entertainment is a challenging business as every city has a different profile and
we have to understand the people’s behaviour there and cater to them.
Gummerson (1996) “Relationship Marketing”
He tried to explore the extent of application of relationship marketing in service sector.
According to his findings, the service users hold good image of the company if it provides
effective CRM services. He found that poor relationship marketing caused discontinuation of
services by many customers. The same concept applies to Indian customers too. Service
industry players need to put thrust on this area to maintain profits on a sustainable basis.
V.Kumar (2009) “Using a Customer-Level Marketing to enhance Firm’s Performance”
Customers are now demanding personalization and customization of products and services
ranging from video-on-demand and personal video recorders (e.g., TiVo) to niche brands and
product extensions that help customers feel unique and stand out from the crowd (Bianco
2004). This shift in the way firms do business is not only evident it is also clear that the
academic research is changing its course as well to match with the climate in the industry.
Any firm that looks to sell products or services to the market needs to treat its customers as
assets. For example, AT&T was adopting a macro-level strategy to deal with customers
(Squeo andWilke 2004). As a result, AT&Tlagged behind its competitors and is getting out of
the landline business (not acquiring new customers) and merging their wireless business with
another service provider. However, DISH Network, which used to offer standard packages of
television channels, realized the shift in customer needs and adopted a micro-level (customer)
strategy to offer customized channels (Grant 2004). As a result, the growth experienced by
DISH Network is phenomenal. Thus, resources need to be properly allocated to various
marketing strategies, which only can be accomplished if a firm can identify its best customers
and prospects and send those individuals the right marketing message at the right time.
Jain and Dhar (2003) “Effectiveness of CRM”

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Comparison Between PVR & Cinemax

They studied the determinants of customer relationship management effectiveness in India.
They used in-depth interviews focused on behavioural dimensions of relationships. It was
found that customer relationship management emerged as a core business process for
maintaining and enhancing the competitive edge in modern business affairs. In the area of
services, the issue of customer relationship management holds much importance. Many a
times, it is the CRM that becomes the deciding factor while selection of services. Customer
loyalty is directly related to the CRM efforts made by the service sector companies.
Sarangi (2007) “Entertainment Industry”
It highlights the aspect of quality of entertainment service industry in India. The objective
was to define the parameters of service quality satisfaction with reference to entertainment
services in a metro city. In a survey of 300 people visiting the multi-screen cinema halls and
luxury hotels, various dimensions of services were found. Customers in metros and other
cities have started watching movies in Cinemaxes which provide excellent ambience and
quality. When asked about the factors causing the visit, the customers gave first preference to
comfort and ambience provided in the place. For this aspect, the customers were ready to
compromise on cost and distance factor. Besides ambience, promptness in services was
another factor leading to satisfaction of customers.
R.J.Cumberworth (2001) “Theming and Design as a Marketing Medium”
The concept of Theming and design has been related to leisure stimulation, play theories and
service marketing and the practice analyzed thoroughly, using relevant and up to date
examples. Therefore, in summary it is possible to state that the themed entertainment
industry, and the theme park industry in general terms is developing through organic growth.
Much of this is down to technological innovation and advancements and indeed the talent to
put such ideas into practice. Ideas are also developing in accordance to marketing practice,
with new ways of ensuring customer satisfaction and enhancing the core service product that
a theme park offers. Technology and innovation is allowing the ability to construct higher,
faster, longer rides and attractions but when coincided with Theming, complete new
environments can be produced and with the use of virtual reality, complete false
environments are being created. There is a coming move away from the traditional iron ride,
although they are by no means in decline, technology and VR is being further developed to
create more ambitious 'dark rides' where story telling combined with special effects creates
visitor immersion, which is also apparent in restaurants, shops and other service orientated
aspects. Thus, in reflection, the future of the industry remains to be seen; yet serious

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Comparison Between PVR & Cinemax

adaptations need to be considered as visitors demand meaningful and often educational
entertainment, with particular consideration to the increasing gray market.
Charles R.Akland (2003) “Screen Traffic: Movies, Cinemaxes and Global Culture”
Scholars of film exhibition are concerned with the fraught intersection of political economy
and cultural studies. In this timely new study, communications scholar Charles Acland raises
the bar for post-nationalist discussions of cinema culture by insisting that film going must be
approached as a complex of industrial and cultural phenomena. Using a cultural materialist
approach inspired by Raymond Williams, Acland argues that "film" must be considered as a
highly mutable site of international economics and individual emotional responses,
encompassing technologies of reproduction alongside patterns of reception. Although film
has arguably been a global enterprise since Hollywood began to aggressively develop the
international market in the 1920s, Acland makes a compelling argument that film culture
became global in a new way in the 1980s when cinema was reconfigured as a vertically
integrated industry in the wake of deregulation policies. Thus, his study concentrates on
cinema exhibition practice as a phenomenon of global culture from the mid-1980s to the mid1990s.The primary phenomenon under consideration here is the shift in exhibition practices
that emerged between 1986 and 1998, a period when grimy, utilitarian suburban Cinemaxes
were replaced across North America by monstrous exurban space age megaplexes. Acland
describes the motion picture theatre as an "essential location at which discourses of global
audiences are being worked out and applied," and as "sites for the mobility and flow of
bodies, texts, and money." He associates these new theatrical settings with "shrunken
amusement parks," a logical next step in the convergence of the corporate entertainment
industry during this period. As Acland points out, in retrospect, this moment might also be
seen as the last gasp of the cinema as such. Since 1998, the emergent technology in cinema
exhibition

has

been

digitalisation,

which

potentially

obviates

many

of

the

metropolis/hinterland relations that have traditionally shaped the cinemagoing landscape.
Internet distribution of pirated mainstream films and independent productions threatens to
displace–or at least radically alter–the importance of the cinema as a site of cultural
dissemination.
I.Nod (2006) “The Entertainment Industry”
The entertainment industry demonstrates a multi channel structure, with companies owning
several forms of companies in each link of the value chain. The industry is converging toward
a single model, which combines production of content with multichannel distribution. All
companies try to sell content in many ways, e.g. movie, TV show, book theme park, etc. All

Page 22

Comparison Between PVR & Cinemax

but two of major players in the industry conform to this model. Non-conforming companies
have regulatory barriers (foreign owned) or do so out of choice. Some companies (Disney)
buy distribution channels, i.e. networks (ABC); others build their own (News Corp., Time
Warner) or do both Viacom (WB, CBS). The newest trend is to combine production and
distribution with added distribution possibilities of internet (AOL Time Warner, Vivendi
Seagram). In this industry we find vertical integration through direct ownership, as well as
commercial transactions via long-term contracts and one-time “spot market” transactions.
Ironically, even the resources can be “owned” – as in the case of the old “studio system”
which tied actors to studies for a number years. In today’s industry, these arrangements are
still in place, with actors signing on for “x number of picture” contracts with various studios.
Production companies can either be independent or owned by integrated companies. In either
case, production from one company may be sold to a competing network or distributor.
Finally, local television affiliates and local movie theaters are sometimes bound by contract,
sometimes entirely independent, or sometimes owned by networks. This last situation is
usually the case with large metropolitan areas, where the networks want to have a closer link
to the customer. Agents and other facilitators play a commercial conduit role of helping to
bring together various people and companies along the value chain.
Ashwin B. Sonone and Rajendra N. Pathak (2005) “The impact of Cinemax Cinema’s in
India”
The cinema exhibition industry in India is growing at 10% per annum driven by Cinemaxes,
which are expanding rapidly in major metropolitan cities as well as second and third tier
cities. Favorable demographics in a cinema-crazy nation, tax exemptions, and quality
locations such as malls, are driving growth of Cinemaxes in India. The study provides a
snapshot of the market including the two segments Cinemaxes and single screen cinemas. An
overview gives a quick picture of the market with estimated market size, growth rate and
theater distribution in India. Various business models adopted by Indian Cinemax operators
are presented alongwith typical revenue streams and cost base. An analysis of drivers reveals
that on the supply side - growth in film industry, improving real estate supply, and favorable
tax exemptions have help in growth of this sector while on the demand side favourable
demographics, rising income levels and willingness of people to spend on entertainment are
increasing footfalls. The key challenges identified include slowdown in economy, alternate
modes of entertainment, development delays, piracy and uncertainty over entertainment tax
exemptions. The industry is characterized by seasonality, low screen density, increasing
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Comparison Between PVR & Cinemax

average ticket prices, and reducing shelf life of movies. The key trends identified include
producers bypassing distributors, shift to digital cinema, and alternate content in Cinemaxes,
retail partnerships, and new single screen formats. India's craze for films has not been fully
exploited by the "Film Exhibition" industry due to the lack of screen density in the country
coupled with the poor quality of screens. "Cinemax Cinemas" offer an alternative to tap this
potential by providing a quality experience to the viewer as well as economies to the
Cinemax operator. "Films" has been one of the integral components of the Indian
entertainment industry contributing nearly 27% of the total revenues of the entertainment
industry. Besides, films also contribute to other components of the entertainment industry like
music, television and live entertainment. The Indian film industry is one of the most complex
and fragmented national film industries in the world comprising of a number of regional film
industries like Hindi, Tamil, Telugu, Kannada and others. The Hindi film industry is the most
popular among them. Though India produces the largest number of films in the world
(Approximately 1000 per year), it accounts for only 1% of the global film industry revenues.
In spite of being over 90 years old, the Indian film industry was accorded the status of
industry only in 2000. Over the years, the Indian film industry has been highly unorganized
as film financing was dependent on private and individual financing at extremely high
interest rates. Only recently, the industry has got access to organized finance. With vertical
integration taking place between producers, distributors, exhibitors, broadcasters and music
company’s corporatization is now taking shape in the Indian film industry. We believe, that
corporatization, will bring about transparency, accountability and consolidation which will
help to improve the overall profitability of the Indian film industry as well as reduce piracy
and leakages which presently account for 14% of the Indian film industry's revenues.

Page 24

Comparison Between PVR & Cinemax

CHAPTER III
Area of study

Page 25

Comparison Between PVR & Cinemax

ULHASNAGARa small town somewhere in thane district. A PLACE which is
nowhere left behind. A PLACE full of crowd with mostly SINDHI
COMMUNITY and other communities too. A PLACE where doing business is
in the BLOOD of people living here. ULHASNAGAR

being called as

BUSINESS HUB, divided in five camps , nearby ambernath and kalyan.
Ulhasnagar, which is once a military camp area for Sindhi refugees migrated
from Pakistan, is now heavily populated with this community people. The city
is also known as Sindhunagarand it is very famous from economic aspect.
Ulhasnagar is a very good business centre not only in Thane district, but also in
Maharashtra State. It is a city located on the coast of West India, which is nearly
60 kilometers northeast of the city of Mumbai.
Birla temple, furniture market, gajanand market, jeans market,
Century rayon factory, shiv mandiretc are the important places
in

Ulhasnagar.

Brief description:
Ulhasnagar-1 (W): It is also known as Ulhasnagar camp-1 and it is located on
the west side of railway stations. The main center here is a market with famous
landmarks like Goal maindan where many people visit from nearby areas like
kalyan, ambernath, badalpur, dombivili, thane, titvalaetc for shopping.

Ulhasnagar-2 (W): The other name of this place is Ulhasnagar Camp-2. It is a
market with popular landmarks like Gajanand market and it is famous for
clothing, electrical and electronics etc. Nehru Chowk is the main centre here.
Ulhasnagar-3 (W): it has another name as Ulhasnagar Camp-3. It is mainly a
market and it is located on the west side of railway stations. The famous
landmarks here are furniture bazaar, RKT College, Sapna theatre, Ashok-Anil
Cinemax

etc.

it

is

mainly

a

furniture
Page 26

and

electronics

market.

Comparison Between PVR & Cinemax

Ulhasnagar 5 (E): This locality, which is also known as Ulhasnagar Camp-5, is
located on the eastern side of railway stations and it is mainly a residential area.
You can see several jean making small scale industries here. JhulelalMandir,
Swami Sarvanand School, Swami ShantiprakashChowk, Nethaji Garden, etc are
the famous landmarks here. This locality is heavily populated with Sindhi
community people.
Originally, known as Kalyan Military transit camp (or Kalyan Camp),
Ulhasnagar was set up especially to accommodate 6,000 soldiers and 30,000
others during World War II.Sindhi’s, in particular, began life anew in the new
land.The area was converted into a township in 1949, and named Ulhasnagar by
the then Governor-general of India, C. Rajagopalachari(literally 'city of
joy'; ulhas= joy; nagar= city). On August 8, 1949 the first and last GovernorGeneral of India, C. Rajagopalachari, laid the foundation stone.
As said earlier, ULHANAGAR is a place which is nowhere left behind because
each and everything is available here, as it is good in providing services like –
EDUCATION, HOSPITALITY, BANKING AND INSURANCE SECTOR,
TOURS AND TRAVELS, BEING IMPROVED IN INFRASTUCTURE
ALSO , ETC.
Education:
The city has colleges and an industrial-training institute like institute of
technology, Holy family Convent High School, New English (at camp no.5),
SSTCollege

of

Arts

and

Commerce

etc. Smt.

ChandibaiHimatmalMansukhanicollege and R. K. Talreja are two major
colleges.

Page 27

Comparison Between PVR & Cinemax

Growth:
Ulhasnagar, one of the busiest business centers in Maharashtra, has several
jewellery showrooms. Some of the popular jewellery showrooms in the city are
listed

here.

We can watch the gradual development of Ulhasnagar to a shopping hub and
business centre from a military camp area in the pre-independence era only with
wonder. Sindhis, who migrated to this land from Pakistan, has significant role in
the growth of Ulhasnagar in the business field. Even though they came to the
city with minimal resources, now most of the small and big shops in Ulhasnagar
are under owned by them. It is nothing else but their hard work and talent that
made them able to develop this city to a ‘mini-Japan’ during the last five
decades.
Specialities:

Ulhasnagar, which is the most popular industrial and commercial township
of Thane district, is famous for shops of wedding costumes, jeans and other
readymade garments. Sindhi people, who live other parts of India such as
Gujarat, Goa and Madhya Pradesh, visit Ulhasnagar to do their wedding
purchase. There are many shops, which are exclusively aimed for wedding
costumes

Page 28

Comparison Between PVR & Cinemax

The city is also famous for jeans manufacturing. Jeans and ready made
garments manufactures at Ulhasnagar 5 are sold in all markets of the country.
Many popular jeans brand have factories in Ulhasnagar.
The most busy commercial and shopping center here are Ulhasnagar 2 &
3. Tourist Attractions in Ulhasnagar:

There are several tourist attractions in Ulhasnagar including beautiful locations,
religious places and historical monuments etc. Some of the famous temples in
Ulhasnagar including Chaliho Sahib, Birla Mandir, haji Malang, Jhulelal
Temple, Saint SatramDham and Swami Shanti Prakash Temple etc.
Ulhasnagar City Census:

Ulhasnagar City

Total

Male

Female

Population

506,937

270,373

236,564

Literates

408,959

227,975

180,984

Children (0-6)

48,513

25,492

23,021

Average Literacy (%)

89.21

93.10

84.75

Ulhasnagar

and

asset

allocation:

But each and every person who is earning by way of business in the form of
Page 29

Comparison Between PVR & Cinemax

profits or by doing jobs in the form of salary is having some sort of stress about
their earnings as “FUTURE IS NOWHERE SAFE”.
As it is rightly said by ABRAHM LINCOLN about the future that “ the best
thing about future is that it comes only one day at the time.” And that day can be
the day of your utmost requirements- can be in the form of liquidity. Any thing
can happen in future. Now a days people are almost aware about the unforeseen
things happening in future. So many people have started thinking about future
and have started investing in different areas, to control or minimize risk
associated with future.
Many people invest in stock, bonds, equities, banks, mutual funds, gold etc.to
diversify risk. I just want to know that how many people in Ulhasnagar are
aware about their future and how they are diversifying risk.
People not only invest in different kind of securities to save their future, which
is about to come. But the main reason to invest in different avenues is to get
maximum rewards in terms of profit.
As by investing in different avenues there is less risk, because if the poor
performance of anyone avenue will not affect much, because the profit is about
to come from other investments too.
If we look at the history of Ulhasnagar, where approximately twelve to fifteen
years back, people here were only business oriented and most of the population
of woman were living at homes as housewives. But slowly and gradually
everything got change and the process of change is still ongoing. Simply
everything is getting modernized. The narrow thinking of people is getting
broadened, girls, woman are also indulged in doing jobs along with managing
their household work.

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Comparison Between PVR & Cinemax

As everything is getting modernized, but beside this people of Ulhasnagar never
forget their culture , here every festival is celebrated with great joy. As
Ulhasnagar is a business hub, but along with this, it is a culture-oriented place.
Coming towards asset allocation of Ulhasnagar people - If we take business
oriented people as investors, the main reason of their investment in different
kind of securities is to get maximum rewards in terms of profit.
On the other hand, if we consider salaried people as investors, the main reason
of their investment in different kind of securities is to overcome the risk
associated with future and to a certain extent profit earnings too.
From the above study on area, it could be understood that people of Ulhasnagar
lives a luxury life, of course not all, but most of them. There consumption
pattern and buying behaviour towards various brands of products is much
different as compared to other customers because of their standard of living.
People of the town are very easily attracted towards the brands which are
endorsed by the celebrities. Considering the lifestyles and choices of people and
their preference, pesent study seems to fit with the town of Ulhasnagar.

Page 31

Comparison Between PVR & Cinemax

CHAPTER IV
Finding & Analysis

Page 32

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