PVR Cinemas is a renowned name in the Indian entertainment industry, with a strong presence in India and beyond. It operates as a chain of multiplexes, offering state-of-the-art facilities, cutting-edge technology, and a diverse range of cinematic experiences for movie lovers.
PVR has emerged as a trailblazer in the entertainment industry, known for its immersive ambiance, commitment to innovation, customer-centric approach, and market leadership.
From silver screens to red carpets, PVR has revolutionised the movie-watching experience in India. But what makes PVR stand out from the competition in the entertainment landscape? It is not just the plush seating, captivating movie experience, or the latest blockbuster, but an effective marketing strategy that fascinated cinephiles and industry experts alike.
The marketing strategy of PVR played a pivotal role in driving ticket sales, building customer loyalty, and sustaining market leadership in the entertainment industry. Let’s unfold PVR’s marketing strategy and discover how this iconic brand has harnessed the power of strategic marketing to win the hearts of audiences over the years.
Marketing Strategy of PVR
PVR is the leading multiplex chain in India, with a strong focus on delivering high-quality movie experiences to its customers. The marketing strategy of PVR is guided by its vision and mission statement, which defines its purpose and goals for the future.
- Target Audience
The target market of PVR consists of moviegoers from urban and suburban areas with disposable income and a preference for quality entertainment experiences. India’s vast upper-middle-class and middle-class population is the perfect target for PVR since people enjoy watching quality movies with their friends and families. The target audience ranges from young adults to families and seniors, focusing on frequent moviegoers.
- Vision and mission
PVR’s vision for the future is to remain the country’s leading cinema entertainment company and expand its presence globally. The company aims to achieve this vision by focusing on customer-centric innovation, strategic partnerships, and operational excellence.
As part of its strategy, the organization strives to continually improve its products and services, enhance customer satisfaction, and increase its market share in the movie industry.
The mission statement of PVR Cinemas emphasizes providing world-class movie experiences to its customers through cutting-edge technology, innovative products, and a customer-centric approach. PVR values innovation, operational excellence, and customer satisfaction as key components of its mission.
Segmentation
Segmentation plays a crucial role in PVR’s marketing strategy as it helps the company target specific groups within the overall target market. Various segments of PVR cinemas include
- PVR Gold Screen
- PVR Pictures
- PVR superplex
- PVR Cinemas
- PVR Talkies
- PVR Playhouse
- PVR 4DX
- PVR IMAX
PVR Cinema’s Marketing Mix
The marketing mix, also known as the 4Ps (Product, Price, Place, and Promotion), is an essential aspect of PVR’s marketing strategy. By considering each element of the marketing mix, PVR is able to promote its brand effectively to the target audience.
- Product
The main product of PVR is movies. It offers its customers a range of movie experiences, including standard, luxury, and premium options in single-screen and multiple-screen theatres. These cinemas draw huge crowds every day due to their excellent quality and superior ambiance. PVR Cinemas uses state-of-the-art technologies like Dolby stereo sound system, Xenon technology, and Digital Cinema Technology.
It also earned exclusive rights for many screen blockbusters from prominent distributors like Warner Brothers and 20th Century Fox. Additionally, PVR produces and distributes English, Hindi, and regional films.
Other products PVR offers include ambiance, parking, hygiene, food, etc. It also offers a range of food and beverage options, including popcorn, drinks, and snacks. PVR has partnered with several food and beverage companies to manage and operate food courts, coffee shops, and restaurants.
- Price
PVR targets upper, upper-middle, and middle classes as potential customers from urban and semi-urban sections. The company is committed to offering its customers products and services at the best prices.
The company’s pricing strategy depends on the cinema’s location and the type of movie experience. PVR uses dynamic pricing to adjust ticket prices based on demand, time of the day, and day of the week. Additionally, PVR also offers loyalty programs and discounts to its regular customers.
- Place
PVR has a wide network of screens across India with a strong presence in urban and suburban areas. The company strategically selects the location based on factors like demographics, population density, and proximity to transportation. PVR also partners with shopping malls and other entertainment venues to increase footfall.
The company operates over 1600 screens in India and beyond with the help of subsidiaries like PVR bluO Entertainment Limited, PVR Leisure Limited, and Lettuce Entertain You Limited.
- Promotion
PVR uses a wide range of promotional techniques to attract footfall into their cinemas, including advertising, social media, public relations, and sponsorships. It uses a mix of traditional and digital media to target its potential customers. PVR Cinemas has implemented various promotional activities to create brand awareness.
Marketing Campaigns
PVR uses various marketing campaigns to promote movies and increase footfall in their cinemas. Some recent marketing campaigns of PVR are:
- #TheresSomethingAboutPVR
Through this digital campaign, PVR recapitulates its focus as a customer-focused brand, with influencers and celebrities sharing their views on their experience at PVR.
The campaign was launched as a part of their 25 years celebrations and has received immense love and appreciation from well-known personalities like Kaveree Bamzai (Journalist), Tarun Khiwal (Ace Photographer), Palki Sharma (News Anchor), Diksha Grover (Film Director), Micset Sriram (Actor & Influencer), Jay Kotak (Chief Ninja – Kotak 811), Nithya Shanti (Spiritual Teacher, Writer), among others.
The campaign #TheresSomethingAboutPVR was further amplified through social media contest where PVR asked the audience to share their experiences and what they love about PVR. PVR also offered participants a chance to win a free PVR Gift Card worth INR 1000.
- PVRRR
PVR collaborated with the South Indian movie RRR. The company rebranded itself as PVRRR for a few months to honor the movie. During the launch of its new logo, the owner and chairman of the company said a special RRR movie promo will be played in PVR cinemas across the country till its launch.
- Ouch The Couch Campaign
The #OuchTheCouch campaign was launched during the pandemic. In the campaign, PVR encouraged people to share a short video on why and how much they miss watching movies in cinemas. When the cinemas opened after the pandemic, they made a short film out of the videos shared and showed it in their theatres.
Digital Marketing
PVR understands the importance of digital marketing to connect with its target audience and create meaningful interactions. It employs various digital marketing strategies to engage with customers Here are some key elements of the digital marketing approach of PVR:
- SEO
The PVR’s website generates over 2 million monthly traffic, has over 26k backlinks, about 170K keywords, and a domain authority of 50. This means they have a strong SEO strategy.
- Social media
PVR actively maintains a strong presence on popular social media platforms like Facebook, Instagram, Youtube, and Twitter. PVR uses these social media networks to connect with the audience to share updates about new movies, promotions, and events. They also engage with the audience through contests, polls, and interactive posts.
Instagram: 438K followers
Facebook: 2M likes
Twitter: 279K followers
- Mobile app
PVR also has a dedicated mobile app that allows users to view trailers, check show timings, book movie tickets, and avail of exclusive offers. The PVR cinema app provides a seamless and convenient ticket-booking option with features like seat selection, multiple payment options, and ticket confirmation. The app is available in the apple store and google play store.
Analysis of PVR’s Marketing Strategy
A SWOT analysis is a valuable tool for evaluating the marketing strategy of PVR and understanding the internal and external factors that can impact its marketing efforts:
Strengths
- First movers advantage in the cinema industry in India
- Diverse cinema offerings, including innovative experiences
- Strong digital presence through its website, app, and social media
- Use of state-of-the-art technology, such as Digital Cinema technology, Xenon technology, and Digital stereo sound system.
- Largest multiplex operator with a presence in over 70 cities in India
Weakness
- High competition in the industry requires constant innovation and differentiation
- Low customer retention
- Dependence on movie releases for revenue
- Sensitivity to pricing and discounts impacting ticket sales and revenue
Opportunities
- The growing cinema industry in the country, with increasing disposable income and urbanization
- The large film industry of India, with more movies released every year
- Leveraging digital technologies for enhanced customer engagement and personalized promotions
Threats
- Increasing competition from similar multiplexes, like INOX, Cinepolis, and SRS Cinemas, along with other regional players
- Competition from alternate entertainment options like online streaming platforms
- Regulatory challenges such as licensing requirements, entertainment taxes, and regulations
- Economic factors such as changing customer spending patterns, inflation,
- Piracy
- Changing customer preferences
Conclusion
PVR’s marketing strategy is fueled by its commitment to delivering an immersive cinema experience to its customers. With a clear vision for the future and innovative marketing campaigns, PVR has been successful in capturing the hearts of moviegoers across India. Despite increasing competition, PVR’s unwavering commitment to customer satisfaction and digital engagement sets it apart.
Their marketing strategy is not just about selling tickets, it’s about helping their customers create cherished memories, heartwarming moments, and unforgettable stories. It’s about igniting and kindling emotions and leaving audiences spellbound.
Indulge in the magic of movies like never before at PVR Cinemas in Next Galleria Malls, Hyderabad. Let your emotions come alive on the silver screen – book your tickets now and embark on an unforgettable journey to create unforgettable memories with your loved ones.
Frequently Asked Questions
- How PVR’s marketing strategy differs from other multiplexes?
PVR’s marketing strategy stands out from the competitors as it focuses on creating a unique brand experience, customer engagement, strategic collaboration, technological innovations, and market research and analysis, which drive its success in the entertainment industry.
- How does PVR utilize social media marketing in its strategy?
PVR utilizes various social media platforms to engage with its customers, share updates about movie releases, events, and promotions, and generate buzz among its target audience, building a strong online presence and fostering customer loyalty.
- How does PVR ensure customer satisfaction in its marketing strategy?
PVR’s customer-centric marketing strategy focuses on providing an immersive movie-watching experience offering personalized promotions, excellent customer service, and gathering feedback to improve its services and provide the highest quality services to its customers.