Multiplex: Film and Service Profit Chain

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Executive summary
1. Introduction
2. Industry analysis
1. Indian entertainment industry
2. Indian film industry
3. Growth drivers
4. Key players
3. Services marketing concepts as applied in multiplex
1. 7 Ps of services marketing
2. Service profit chain
3. Service blueprinting
4. Managing demand and supply
5. Yield management
6. Managing waiting process
7. Complaint management and service recovery
8. Customer feedback
4. Research report
5. Conclusion
The magical word in cinemas today is - multiplex. It caters to the busy, fast moving and variety-loving consumer who wants more than just one film under a single roof. Multiplexes have become just a rage that most of the old cine complexes are converting to multiplexes. Cinema cannot be an independent identity. It stands with the food and entertainment counters. In the concept of multiplexes full entertainment is the magnet that attracts people inside This paper examines various Services marketing concepts, such as 7 Ps of services marketing- service Product, Price, Place, Promotion, People, Process, and Physical evidence; service Blueprinting; service Profit Chain; Managing Demand and Supply; Yield Management; Queue Management; Customer Feedback and service Recovery. This paper also throws some light on Industry analysis. Tectonic change in Indian Entertainment Industry and Indian Film Industry, and Growth drivers responsible for the expected increase in the number of multiplex cinemas such as Favorable demographic changes, An increase in disposable income in the hands of ever-expanding Indian middle class, Organized retail boom, Entertainment tax benefits for multiplex cinemas, India is one of the fastest growing economies in the world, High quality of creative and technical talent pool, Indian consumers willing to spent more on Entertainment, and Increase in the number of...
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