3d Innovation

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3D INNOVATION
Strategic Marketing & Planning
Term Report
Atrium Cinemas – 3D Innovation
Mandviwalla Entertainment

Submitted To:

Mr. Ejaz Wasay

Submitted By:

Naureen Ansari – 8696
Sonia Shekdar – 8774
UmairUddin Badar – 11124

Section -

Date of Submission
1/12/2012

LETTER OF TRANSMITTAL

December 1st, 2012
Mr. Ejaz Wasay
Lecturer Strategic Marketing & Planning
Institute of Business Management
Korangi Creek
Karahi-75100, Pakistan

Dear Mr. Wasay,
Subject: Submission of term report on “Atrium Cinemas – 3D Innovation” Here is the term report on “Atrium Cinemas – 3D Innovation” you asked us to prepare. The purpose of this report is to give detailed information about 3D Innovation at Atrium Cinemas and how the process of innovation at Atrium Cinemas has served as the strategic marketing tool towards the success of the brand. This report will prove to be useful in understanding the Cinema industry, the presence of Mandviwalla Entertainment and their strategic progress in maintaining the brand name through revolutionizing entertainment. The data which has been used in this report is authentic.

Sincerely,
Naureen Ansari – 8696
Sonia Shekdar – 8774
Umair Uddin – 11124

Acknowledgements

In the name of Allah, the Most Beneficent, the Most Merciful. Making this report has been a pleasurable experience. The knowledge and experience gained is immeasurable. It not only gave us knowledge about the strategic development of Mandviwalla Entertainment but also let us understand a new industry and its functions. One of the most pleasant parts of writing this report is the opportunity to thank those who have contributed to it. 1-Mr. Ejaz Wasay for believing in us that we will be able to come up with good information working on 3D innovation of Atrium. 2-Ms. Anita Kenneth, HoD - Marketing at Atrium Cinemas for her constant support and coordination. 3-Mr. Nawab Hassan Siddiqi, HoD - Distribution at Atrium Cinemas for meeting us and sharing his experiences at Mandviwalla Entertainment. Unfortunately, the list of expressions of thanks, no matter how expensive, is always incomplete and inadequate. These acknowledgements are no exception.  

TABLE OF CONTENTS

INNOVATION:1
INNOVATIONS BUILD BRANDS:1
CINEMA INDUSTRY BACKGROUND:1
MANDVIWALLA ENTERTAINMENT:2
INDUSTRY STANDING & MAJOR ACHIEVEMENTS:2
PORTFOLIO: CINEMAS:2
PRICE:3
COMPETITIVE ADVANTAGE:3
COMPETITION:3
3D TECHNOLOGY:4
3D EXPERIENCE:4
INNOVATION IN THE COMPANY:5
ORGANIZATION STRUCTURE:5
ORGANIZATIONAL CULTURE & TALENT MANAGEMENT PRACTICES:7
PROCESS OF INNOVATION FOLLOWED:8
BENEFITS of 3D experience to Brand8
CONCLUSION9
REFERENCES10

INNOVATION:
Innovation is building new products or developing effective processes. It is the implementation of new ideas and creation of dynamic products. Types of innovation are Transformational, Substantial and Incremental. Being innovative does not mean inventing; innovation can mean changing your business model and adapting to changes in your environment to deliver better products or services.

INNOVATIONS BUILD BRANDS:
Innovation helps a brand boost when it is an in-built part of the business strategy and the strategic vision, where you create an environment and lead in innovative thinking and creative problem solving. Innovation builds brands where proper objectives are outlined and talent management practices take place. Customer co-creation and value for customer is a vital part of brand building. Innovations like Apple iPhone, Tapal Danedar, Tetra Pak, Frozen Yoghurt (Tutti Frutti) etc. have made brands build.

CINEMA INDUSTRY BACKGROUND:

Initially there were 121 to 123 cinemas in Karachi till 1963 before the ban on Indian movies. From 1971 to 2001 there was a very high entertainment duty on cinema tickets imposed by the government. It was higher for Urdu and Punjabi films & Lower for...
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