Service provided by Mani Impala

Theater and INOX leisure Theater

Team-15
SWOT Analysis For Theater
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Porters Five Force Model for Theater
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INOX Leisure
INOX Leisure Limited is the diversification venture of the INOX Group
into entertainment
INOX has traversed its own path by bringing in a professional and service
oriented approach to the cinema exhibition sector
Since its inception in 1999, INOX has been active in exploring acquisition
and / or expansion opportunities on continuous basis with a view to
consolidate its position in the multiplex industry
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Contd..
Type of Business : EntertainmentServices
Core Product : Movie Shows
Target Market : Movie viewers inMadurai
Location : No.31, 5th Floor, Vishaal De Mall, Gokhale
Road, Chinna Chokkikulam, Madurai, Tamil Nadu
625002
Age : 8 months

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Flow Diagram
Customer


Line of interaction
Contact Person

Line of visibility



Line of internal interaction
Support Process
Arrive
at
theatre
Decide on
what movie
and time for
the show
Get to
ticket
counter
Receive
ticket
Get refreshment
and use the
restroom
Telephone
'Hotline'
Employee
greetings and
payment for
ticket
Online
ticket sales
Computer
Processing
Employee takes
money and
provides
refreshment
Preparation
of
refreshment
O
n


S
t
a
g
e

B
a
c
k

s
t
a
g
e

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Gaps In service
Gaps in Service:


Customer
Customer Gap




Gap 1 Gap 4
Gap 3



Company Gap 2

Expected
service
Perceived
Service
Service Delivery
Customer driven
service design and
standards
Company perceptions of
consumer expectation
External
communication
to customer
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7ps of service marketing
Product
Core product-
Movie exhibition
Actual product
Dolby Digital sound system
Bucket seat
Centralized AC
Augmented product -
Convenient ticket booking
Food court

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Contd..
Pricing
Same pricing for all movies at Rs 120
Place
Located in high crowd location in Madurai at Vishaal De Mall. INOX
currently operates 81 multiplexes and 316 screens in 44 cities making
it a truly pan-Indian multiplex chain. All were located in shopping
malls having high crowd.
Promotion
The effective way of promotion is the daily advertisement in paper
promoting the current movie screened. Online ticket booking has
become popular way of promotion

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Contd..
People
Inox employees are well dressed characterize the multiplex effect. The
employees are highly motivated and trained as they perform the duty with
full enthusiastic way. They recruit people and give job training how to
handle services to customers.
Process
The process is to deliver the required services to customers. The customer
first takes the ticket for the movie he is interested. Entering theatre checked
by for security purpose. The customer will move on to their respective
screens. In interval food orders are collected by attendants and will be
provided or the customers will go themselves.

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Contd..
Physical evidence
Ambient factors -
AC, excellent ventilation
Design factors -
Spacious interior, parking lot, seating arrangement
Social factors -
Employees well dressed and their attitude, family atmosphere

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Service quality model
Reliability-Movie will be as per the ticket timings. Will be having good
quality of seats for relaxing, high food quality.
Assurance -Gate persons will provide correct seats, employees will book
tickets without error. Server will know about all combos.
Responsiveness-Attendant will be required whenever required. Tel phone
help line is provide for enquiry
Empathy -Manager will give individual attention to all help line calls.
Employees considered all the appropriate needs. Reservation person is
always helpful at all times.
Tangibility -Screens are with high definition quality. The seats are highly
comfortable and can clearly view the screens. Sound system is clearly
audible. Staff are well dressed and groomed. Rest rooms are clean and are
well equipped.

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Mani Impala Theater
Majestic:
Majestic Theatre located in the heart of the Madurai city having
Digital screening with Cube and Auro 3D sound system. We are the
first to install Auro 3D sound system in India. The seating
arrangements are superb having push back seats with fully air
conditioned in the theatre and the screen size is the largest in the area
with the latest updated technology.
Melody:
Melody Theatre located in the heart of the Madurai city having
Digital screening with Cube and Dolby DTS Sound surrounds
system. City Theatre was the first to install Dolby Digital system
apart from Madurai in Tamil Nadu. The seating arrangements are
superb having push back seats with fully air conditioned in the theatre
and the screen size is the largest in the area with the latest updated
technology.

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Contd..
Magic:
Magic Theatre located in the heart of the Madurai city having Digital
screening with Cube and Dolby DTS Sound surrounds system. City
Theatre was the first to install Dolby Digital system apart from
Madurai in Tamil Nadu.The seating arrangements are superb having
push back seats with fully air conditioned in the theatre and the screen
size is the largest in the area with the latest updated technology.

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Design and Maintenance of Servicescape
Parking issue:
The parking facilities can be provided for both 2 wheelers and 4 wheelers.
The customers may find it convenient to visit the theatre







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Contd..
Path:
The theatre is located interior from the main road. The path to the theatre
can be made good so that the customers may find it easy to travel to the
theatre during peak hours ( i.e., first day of release)

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Contd..
Ambiance:
Good ambiance can be provided in the theatre considering both family and
friends who visit the theatre. This leads to customer satisfaction and loyalty.



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Contd..
Food service:
Food service can be provided to the customers who visit the theatre. The
food items must be hygienic. Good service can be provided in terms of
serving the food inside the theatre while customers watch the movie. Here,
time maintenance must be considered as an important factor. Separate place
must be allocated in the theatre for preparation of the ordered food items in
a hygienic way.

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Contd..
Colour:
The colour of the theatre wall and good wall decorations creates a positive
impact about the theatre in the minds of the customers. Colour of the wall
gives impression that the ambiance of the theatre is good.
Lighting:
The dim lighting set up in the theatre creates a good atmosphere for the
customers to watch movie. It gives a lonely feel and creates involvement in
watching the movie.

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Sound:
The sound system is the important characteristic for a theatre. Good sound
system gives great customer satisfaction. The theatre can be made with 7.1
Surround system, Auro 3D, etc.,
Shapes:
The shape of the seats is also an important characteristic. Seats should have
a good under thigh support. This is a major factor which leads to customer
satisfaction.
Smell:
The smell in the theatre is also an essential criterion. The good smell is not
a necessity but the only essential thing is that the environment should not
have a bad smell.
Ticket Counter:
Offline registrations are made before the day of screening through ticket
counters and tickets were provided for non reserved customers through the
same ticket counters before one hour of screening of movie.

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