Marketing management marketing plan for PLATINUM CINEPLEX in ha noi

TRƯỜNG ĐẠI HỌC BÁCH KHOA HÀ NỘI
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Marketing management
Marketing plan for
PLATINUM CINEPLEX
In Ha Noi
Teacher : MBA Nguyễn Tiến Dũng
Class : VUW 10A
Student :
Cún Ngọc Anh

20118303

Đào Hoàng Giang

20118396

Lê An Hà

20118402

Nguyễn Thị Mỹ Hạnh

20118646

Trần Thu Hằng

20118424

Nguyễn Thị Thảo

20118578

Ha Noi 4/2014
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Content
Table of Contents
I. Executive Summary ........................................................................................................ 3
II. Situation analysis............................................................................................................ 3
2.1 Market demographics............................................................................................... 3
2.2 Competition ................................................................................................................ 4
2.3 Platinum Cineplex ..................................................................................................... 4
III. Marketing strategy ....................................................................................................... 5
3.1 Mission ......................................................................................................................... 5
3.2 Target markets ........................................................................................................... 6
3.3 Positioning ................................................................................................................... 6
3.4 Objectives .................................................................................................................... 7
3.5 Marketing program .................................................................................................. 8
3.6 Market research....................................................................................................... 11
IV. Financial .......................................................................................................................27
4.1 Sale forecast ..............................................................................................................27
4.2 Expense forecast ......................................................................................................28
V. Control ............................................................................................................................30
5.1 Implementation ........................................................................................................30
5.2 Marketing organization ........................................................................................30
REFERENCE ........................................................................................................................31

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I. Executive Summary
Film in general and cinema in particular is a potential market in VietNam, especially
in big cities. Currently, there are more than 220 movie theaters, including 120
operating theaters and 100 screens enough quality. In fact, market business in
Vietnam theater uneven development between the provinces. Specifically, the theaters
in 2 major cities, Hanoi and Ho Chi Minh City accounted for over 80% of cinema
across the country. Meanwhile, a number of other local theaters are sold or converted
into other forms of business due to the number of viewers not enough to cover costs.
Others have moved to invest in digital projectors to lure audiences back to theaters.
Revenue in the Vietnam theater average growth of the market in about 20% -30% per
year, this is one of the lowest numbers of cinema world. However, according to Mr.
Brian Hall (2012), an average of a cinema in Vietnam meet the needs of 450,000
people to watch movies while in the U.S about 5,000 people. Demonstrate that the
cinema market in Vietnam is currently a lot of potential.

II. Situation analysis

-

-

2.1 Market demographics
2.1.1 Geographics
- Hanoi is not only the capital but also the biggest city of Vietnam. It is the
most important social- economic as well as cultural- educational centre. By
leveraging the expansive reach of the Internet and multiple delivery
services, Platinum Cineplex can serve a lot kinds of customers
- The total targeted population is 2.4 million viewers

2.1.2 Demographics
The female surpass the male with slightly figure
Ages 5-44. The recreational viewers tend to cover the widest age range but
focal customer section is young movie lovers who enjoy thrills, adventures and
blockbusters.
Of the viewers who are from the ages 15-22, almost attending at school or
university.
The adults viewers have a median personal income of 4 million VNĐ

2.1.3 Behavior factors
- People enjoy movies as an intrinsically favorable leisure activity
- People spend money on experience from exquisite image quality and authentic
sound systems
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- People follow the leading trend, always update the lastest film production.
2.2 Competition
Recognizing this potential has evolved Platinum cinema systems with high quality,
create a strong impression and attraction in Vietnam, especially for groups of students
/ pupils and those who go to work. Under pressure from Platinum, the private theater
business in Vietnam as CGV (Megastar), Lotte Cinema and gradually started moving
upgrade their cinema system. Currently in Hanoi, CGV and Platinum is now fierce
competition top spot. While CGV Cinema has only 2 theaters, the Platinum extended
its theater system with 4 theaters numbers. However, consideration of coverage in
Vietnam, CGV (Megastar) has more than a total of 13 cinemas in cities: Hanoi, Hai
Phong, Da Nang, Ho Chi Minh City. Ho Chi Minh City and Bien Hoa.

2.3 Platinum Cineplex
2.3.1 Introduction

Platinum is a brand Cineplex cinemas are protected and the introducted by
Multivision Pictures (MVP), Indonesia. In Indonesia, MVP is a media and
entertainment company, founded and operated by Mr. Ramm Punjabi, a prominent
worker in Indonesia, world cinema Bollywood (India) and even in the United States.
Currently Platinum Cineplex was in Indonesia, Malaysia, Thailand, Laos, Cambodia,
India, Vietnam and is about to expand to Sri Lanka and Australia.
For the first time appeared in Vietnam in 10/2010, so far, Platinum Cineplex has
launched 4 modern cinema, which has two cinemas at The Garden and the Long Bien
Village. If the first two multiplexes audiences served areas northwest and northeast of
Hanoi, Platinum Cineplex is going to "siege" Southwest and Southeast Capital, the
cluster continues to launch 2 new theater in Royal City Commercial Center (72A
Nguyen Trai) and Times City shopping center (458 Minh Khai).
Accordingly, each Cineplex Platinum Cineplex is a combination of three to seven
medium and large rooms, with a maximum capacity for up to thousands of visitors
each day. Platinum Cineplex attract the customer thanks in part to its unique design
and eye-catching of the cinema. European modern style is expressed through the walls
cleverly brings subtle color and elegance, poster and trailer for the film to be shown
everywhere from the lobby to the hallways or aisles, giving the audience feel new and
wonderful from entering the theater.
All Platinum Cineplex cinemas are investing in sync with massive funding,
equipment and the most modern techniques today: Polar big screen in high resolution
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and screen brightness beyond Exceptional, exquisite image quality according to
international standards and sound systems Dolby Digital 7.1 surround. The screen
theater with international standard slide film from many different formats such as 3D,
2D Digital, 35mm ..
1.3.2 SWOT analysis
STRENGTHS

- In-deep industry experience and insight
- The use of a highly efficient, flexible business model utillizing direct customer
sales and distribution
- Located in the planned commercial centre
- Creative, practical product designers bring fresh feeling to customers
- Abundant and stable capital
- Simultaneous investment with the most modern equipment
- Suitable ticket price
WEAKNESSES
- The difficulty of developing brand awareness as a start-up company
OPPORTUNITIES
- Participation within a growing industry
- People tend to spend more money on leisure
- Decreased product costs through economy of scale
- The ability to leverage other industry participants’s marketing efforts to help
grow the general market
THREATS
- Future and potential competition from an already established market participant
- Technology development, the advent of smart TV that can bring interesting
experiences
- A slump in the economy that could have a negative effect on people’s spending
of discretionary income on recreational products
- Competition from other forms of entertainment

III. Marketing strategy
3.1 Mission
Platinum Cineplex aims to bring to movie lovers the most up-to-date and quality
movies, come with finest services and convenience, satisfies the needs and passion of
those who love the 7th art; offers friendly experiences like nowhere else offer and to

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create a great working environment for staffs as well as bringing promiseful profit to
investors and stockholders.
3.2 Target markets
In Vietnam, from now to 2020, Platinum Cineplex will present brand new cinema
complexes within almost all the crucial cities across the country, ranging from the
North to the South.
The company aims for young and dynamic movie lovers and families.
3.3 Positioning
With its powerful market developing strategy, careful investments in equipment and
brand new complexes, Platinum Cineplex will position itself as one of the top cinema
chains in Vietnam, leading the industry and bring a new breeze into the culture of
enjoying movies, being the ideal place for Vietnamese young movie lovers.

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3.4 Objectives
MARKETING OBJECTIVES
• Maintain and strengthen the current image of a cinema system that meets
international standards, showcasing best-sellings and latest blockbusters, dedicated
to bringing user-friendly experience as well as quality service for customers.

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• Attract customers to theaters by purchasing and showcasing the latest
blockbusters of premium quality.

• Get the targeted customers to come to the cinemas more often and likely to
invite new customers as well.
• Continue to maintain its position as one of the top cinema systems in Vietnam
and aim for gaining even more customer, winning 1/3rd of the growing Vietnam
cinema market.
FINANCIAL OBJECTIVES
 Increase the profit margin by 5% per quarter through efficiency and
economy of scale gains
 Maintain a significant research and development budget
 Achieve a double to triple digit growth rate
3.5 Marketing program
Platinum Cineplex concentrates on these following strategies:
 Product strategy
 Price strategy
 Promotion strategy
 And attracting more patrons by showing newest movies, plus great promotions
PRODUCT STRATEGY:
 Platinum Cineplex is concentrating more on the 3D slope, buying and showing
more 3D movies, as 3D is the new trend.
 Showing all first-run and blockbusters in Vietnam
 It is also investing in one of its new selling point which is the Platinum Lounge.
Platinum Lounge is a new feature which was introduced by Platinum Cineplex
in 2013. These are brand new complexes with VIP leather configurable, extra
legroom seats, with fewer seats in a room, private staffs who serve single pair of
seats, extra leather footstall AND free food and drinks. The Lounge shows only
newest 3D movies.
For now Platinum Lounge is only implemented at Vincom Royal City Mega Mall, but
in a few years the feature will be implemented in every single complex across the
country.
 Constantly upgrades equipment and facilities.

 Additional services:
o Concession stand: serves food and light drinks, sell movie accessory
combos.
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o Waiting tables across the hall: where movie goers can relax and enjoy
drinks, chat with friends about new movies and have a good time.
 Additionally, Platinum Cineplex also leases conference rooms for enterprises to
hold meetings and events.
PRICE STRATEGY
 Platinum Cineplex sets the price for movie tickets at the average compared to
competitors’s to assure competing fairness but still gains profit.
 Student support: 10.000 VND discount for students who bring student ID/card,
applied for tickets bought on Mondays and Wednesdays, before 5PM.
 Special Thursday: 15.000 VND discount for tickets bought on Thursdays, to
boost sale in midweeks.
PROMOTION STRATEGY
Platinum Cineplex constantly holds pleasant promotions to captivate cinema-goers.
 Special Couple’s Day promotion, Special Thursday promotion
 Student promotion
 Happy Birthday Program: designed for Platinum Friend & Platinum Best
Friend Card holders
 Other occasional promotions
PEOPLE
 Biannual staff trainings
 Themed uniform modifications
PHYSICAL EVIDENCE
 Facility:
All the complexes registered under the name Platinum Cineplex are professionally

designed and constructed under strict supervision, meet up with international
standards. The box offices, the concession stands, the halls are all fascinating. The
whole complex gives off a Hollywood vibe.
Complexes are constructed on massive area, consist of 1000 seats on average. Sound
systems are up-to-date, all upgraded to the latest standard – Dolby Atmos. Technical
systems are supervised by experts from Warner Bros Ent.
Platinum Cineplex is still expanding its scale, aiming to be present in all crucial cities
across Vietnam.
 Official website:
o Dual language option
o Simplified and customer-friendly
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o Helpful with all the information customers seek for: movies showing or
to be shown, showing time, ticket prices, promotions, hotline.
 Environment:
o Hallways and cinema rooms are constantly cleaned thoroughly
throughout the day, right after every shift.
o The air is regulated and kept fresh all the time, comforting movie-goers.
PROCESS
 Parking:
Movie-goers come to Platinum Cineplex will park at parking section of the mega
malls, which are located right under the buildings. These sections are very large, easy
to park. There are elevators in each section so it is very convenient for customers to
immediately get to the cinema from the parking sections.
 Booking:
Customers can access the official website and see trailers, check ticket prices,
showing time and book tickets easily with just a few clicks, which is very convenient.
 Waiting tables:

Before the showing time, there are waiting tables set across the hallways where
moviegoers can freely sit and relax, and maybe enjoy a drink with a friend while
having a quick chat.
 Showing time:
The cinema often shows the movies about 5 to 10 minutes later than schedule. This is
to help ensure that the customers don’t miss a single moment of the movie they come
to see.
MAJOR MEDIA
 Official website:
 Facebook sub pages:
o />o /> PrintAD: Hoa Học Trò, Phụ nữ Việt Nam, Thế giới học đường, Sinh viên Việt
Nam, Thanh niên…
 Online website: kenh14.vn, yeah1.com, hoahoctro.vn, zing.vn…
 TVC: Yeah1, YanTV
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 Activation events

3.6 Market research
3.6.1 Survey

SURVEY LEVEL OF CUSTOMER SATISFACTION ON
PLATINUM CINEPLEX CINEMA
o
o

o
o
o

o

o
o
o
o
o

o
o
o
o

o
o
o
o

1.Gender
Only 1 answer
Female
Male
2. Are you?
Only 1 answer
Under 16 years old
16-25
25-35
Over 35 years old
3. What do you do?
1 answer

Student
Part time job
State Employment Administration
Private Employment Administration
Jobless
4. Which cinema do you think first when referred to cinemas?
1 answer
CGV
Platinum Cineplex
Lotte Cinema
National Cinema Center (NCC)
5. Which cinema have you been to see movie?
you can select multiple answers
CGV
Platinum Cineplex
Lotte Cinema
NCC
6. Which cinema do you usually go?
1 answer
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o
o
o
o

o
o
o

o

o
o
o
o

o
o
o
o
o
o

o
o
o
o

o
o
o
o
o
o
o
o

CGV
Platinum Cineplex

Lotte Cinema
NCC
7. What time do you often go to the cinema
1 answer
9AM -2PM
2PM -6PM
6PM -9PM
After 9PM
8. You go to the cinema with:
more than 1 answer
Relatives
Lover
Friend
Alone
9. How do you know about Platinum Cineplex ?
More than 1 answer
Family
Friend
Press
Leaflets
Internet
Do not know about it
10. Which days do you usually go to cinema?
more than 1 answer
Special thursday
Weekends
Holidays
Weekdays
11. What sorts of movie do you enjoy?
more than 1 answer

Action
Adventure
Comedy
Emotional
Fiction
Animation
Horror
Detective
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o
o
o

Psychology
History
Another
12. How much do you concern about Platinum Cineplex
1 2 3 4 5
None

very interested

13. What cinema do you think it the best quality after the following
criterias ?
Platinum
CGV
Lotte Cinema NCC
Cineplex

Quality
of
movie
Theater
distribution
system
Fares
Waiting room
Area theater
Distance
between the
rows
of
seating
Sound
and
Lighting
system
Power movie
The level of
movie
updates
Information,
Advertising
Promotions
The service
attitude
Food
and
beverage

service
Entertainment
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CGV

o
o
o
o
o

Platinum
Cineplex

Lotte Cinema

NCC

services
bundled
(games, cafe
...)
Parking
service
Toilets
General
Hygience
14. What promotions of Platinum Cineplex do you like most ?

1 or 2 answers
Discount tickets
Built-point girfs
Discounted food and drink
Buy one ticket. get one ticket
Loyalty
15. What services do you want Platinum Cineplex to enhance and provide?

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3.6.2 Result
1. Gender: 60 % female, 40 % male

2. Age

3. Job

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4. Which cinema do you think first when refer to cinema?

5.Which cinema have you been to see a movie?

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6. Which cinema do you usually go?

7. What time do you often go to the cinema?

8. Who do you go to the cinema with

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9. How do you know about Platinum Cineplex ?

10.Which day do you usually go to the cinema ?

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11.What sort of movie do you enjoy ?

12.How much do you concern about Platinum Cineplex ?

1 : Not concern 5 : Very concern
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13.Please choose/ select the most qualified cinema with the following criterias ?
 Quality of movie

 Theater distribution system

 Ticket’s price

20

 Waiting room

 Theater area

 Distance between the rows of seating

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 Sound and lighting system

 Showtime

 Movie update

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 Information, advertising

 Promotion

 Service attitude

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 Food and beverage service

 Entertainment

 Parking service

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 Toilets

 General hygience

14. What promotions of Platinum Cineplex do you like most?

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