Marketing Research Report On A Multiplex

TABLE OF CONTENTS

Introduction

Pg 3

Establishment of a Catchment Area

Pg 5

Expected Pattern of Usage

Pg 7

Research Process

Pg 8

Questionnaire (primary data collection)

Pg 11

Limitations of the Research Process

Pg 14

Competitor Analysis

Pg 15

Fee Structure

Pg 16

Conclusion

Pg 18

Bibliography Pg 19

INTRODUCTION:

Canterbury:

Canterbury can justifiably be said to be one of the most famous cities in all of Kent. Though geographically its size should qualify it as a village the presence of a cathedral ensures its status as a city. It also boasts two regional theatres, a rich and varied selection of shops and restaurants business and educational opportunities in the form of Two Universities and two higher education establishments. The fact that the Cathedral happens to be the focal point of the Church of England means that Canterbury is also at the very heart of British history and culture and, as such, represents a worldwide household name attracting some five million visitors a year to the City and East Kent. This includes tourists from all over the world as well as French and other students from European schools on daytrips. The close proximity to Dover and subsequently the continent facilitates this. Housing over 135,278 residents, and with a considerably large student population of over 28000 enrolled in the University of Kent and the Canterbury Christ Church University alone (14,280 enrolled in the University of Kent , and almost 14,000 enrolled in Canterbury Christ Church University ), the city's local population makes it a lively place to be in as well, Particularly so, when classes are in session. In addition to attracting students from all over the United Kingdom the University of Kent also has one of the highest percentages of international students in the country

Too much . keep key figures (i.e. student numbers)

Multiplex cinemas:

Multiplex cinemas have evolved from what they have been since its inception. This holds true for every multiplex in any area, and Canterbury is no exception. Multiplexes have a lot to offer other than just watching a movie. At present multiplexes have to provide a lot of leisure activities such as shopping, eating, drinking and much more.

It is evident that Canterbury has a lot of potential for a multiplex cinema. The biggest advantages of a multiplex over a stand alone cinema are as follows:

Better capacity utilization: Ideally multiplexes should have auditoria with varying seating capacity. As the movie goes through its lifecycle, the multiplex operator can progressively shift it to smaller auditoriums, thus optimizing capacity utilization and exploiting its potential to the hilt.

Better yield: Multiplex operators can run movies for a longer duration by

Progressively shifting it to smaller auditoria. Since the distributor share

decreases progressively, the multiplex operator gets a better yield from the

tickets sold in the later weeks (since the ticket price does not come down).

Expand potential audience: Multiplexes can screen a range of movies varying in genre thus addressing a larger potential audience at one point in time.

While putting up a multiplex one has to keep in mind various factors like frequency of visits, motivational factors to attend a cinema etc. These variables differ from group to group.

To understand these variables it is important to undergo a research process which is conducted in the latter part of the report.

Establishment of the Catchment area:

A catchment area can be defined as that area and population from which our multiplex and its additional services will attract visitors and cinemagoers. We choose the catchment area based on the mode of transport widely used in Canterbury. Since it is the students that will be our target audience, it is safe to say that the mode of transport used in a greater frequency will be public transportation (i.e. buses, trains and taxis). The ideal way of establishing a multiplex cinemas catchment area is by identifying the "travel time boundary". Travel time boundary simply means the time spent to travel to reach one's destination (i.e. the multiplex). This boundary takes into account, the quality of Canterbury roads and all other factors affecting the time taken. This catchment area has to make sure that its customers get the most out of the distance they travel to get to the multiplex and the amount they spend on reaching the multiplex. Considering the travel time boundary, an ideal location for the multiplex should be around the north-west of the Canterbury district to attract a maximum number of cinema-goers.

In our case, the catchment area will be the Canterbury district, Ashford, Maidstone, Gravesend, Medway, Dover, Gillingham, Chatham and more.

The most appropriate catchment for our multiplex will depend upon the following factors:

* The scale of the cinema

-Approximately 3-4 screens

* The scale and number of competitor cinemas

-2 cinemas, Odeon (Canterbury, 2 screens) & Cineworld in Ashford (12 screens)