MBA Project - Big Cinemas

Marketing Strategy and Customer comforts
with reference to Bharat Big cinemas
Doc: M.B.A( Marketing) -V.T.U final semester project.
Name: Swasthik Shetty
Qualification: B.E, MBA
College: St.Joseph Mangalore (Mysore Region)
Year: 2011-2013
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Project place: Big cinemas Mangalore
EXECUTIVE SUMMARY
Entertainment Industry today is being redefined in terms of content, delivery mechanisms and
the emerging technologies. The Film Industry is overwhelmed by the growth of multiplexes,
which has changed not only the entire entertainment experience for the consumers but also
impacted the movie making business. The Television Industry continues to boom new channels
being launched and new content formats emerging such as reality shows, niche and kid’s
channels. Here again, emerging technologies such as broadband and digitalization will cover the
way for growth in this segment.
The Indian entertainment and media industry has out-performed the Indian economy and is one
of the fastest growing sectors in India. The entertainment and media industry generally tends to
grow faster when the economy is expanding. The Indian economy has been growing at a fast clip
over the last few years, and the income levels too have been experiencing a high growth rate.
Above that, consumer spending is also on the rise, due to a sustained increase in disposable
incomes, brought about by reduction in personal income tax over the last decade. All these
factors have given an impetus to the entertainment and media industry and are likely to
contribute to the growth of this industry in the future. Based on industry feedback, additional
sections showcasing the emerging International Trends in each segment have been included in
this year’s report. We thank Big cinemas for drawing the necessary knowledge from their global
resources for this endeavor. Their effort to present the content of the report in a form that is
interesting and useful, not only to the industry people but also the public at large is greatly
appreciated. The crux of the problem is the Formulation of Innovative Marketing Strategies of
Entertainment Services at Big cinemas, Mangalore. The research objectives include examination
the services offered by Big cinemas, ascertaining the customer satisfaction level and explore the
fun innovation of Big cinemas. The research investigation indicated that the Big cinemas
promotional activities are very effective; services are youth-oriented and have the cutting edge
technology. However constant innovation is needed to sustain its distinctive competitive
advantage.
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1. INDUSTRY PROFILE
Today, new media of all types must be considered when considering the scope of the
entertainment and media industry. Broadly measured, the entertainment and media industry
spans multiple sectors, from America's 9,042 FM radio stations, to the 1.4 billion movie tickets
sold each year. Meanwhile, Newspapers are finding it increasingly difficult to compete against
Internet news and advertising delivery rivals. Recorded music sales on CD-ROM continue to
suffer while sales of digital music files are soaring. Traditional radio broadcasting is suffering,
finding it increasingly difficult to gather listeners for advertising-based radio programming due
to such alternatives as satellite radio and digital MP3 players. The burning issue affecting all
sectors of the entertainment and media industry is maintaining control of content and audiences
while taking advantage of myriad new electronic delivery venues. Competition in the
entertainment sector is fierce. Gone are the days when television and radio programmers enjoyed
captive audiences who happily sat through ad after ad, or planned their schedules around a
favorite show. Consumers, especially consumers in younger demographics, now demand more
and more control over what they watch, read and listen to. The various Issues related to control
include the factors such as Pricing for content including free-of-charge access; illegal downloads
versus authorized downloads; and full ownership of a paid download versus pay-per-view.
Portability including the ability for a consumer to download once, and then use a file on multiple
platforms and devices including iPods and cell phones, or the ability to share a download with
friends. Delayed viewing or listening such as viewing TV programming at the consumer's
convenience and similar personal video recorders.
The competition among entertainment delivery platforms has intensified; all sectors face
daunting challenges from alternative delivery methods. For example, satellite radio delivery of
subscription based music and talk programming has hit its stride multimillion subscriber counts
for Sirius and its competitor XM. Another example: telecommunications companies such as
AT&T are now delivering television programming to the home via telephone wires, battling
cable and satellite TV firms for market share.
Today Entertainment and media industry in India is seen as one of the most happening market
place in the global market. Currently India is one of the best performing economies in the world.
The magnitude of The Indian Entertainment and Media Industry can be made out from the fact
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that it has out-performed the Indian economy and is one of the fastest growing sectors in India,
riding on the back of economic growth and rising income levels that India has been experiencing
in the past years with the onus of global entertainment industry expected to touch $1.8 trillion
shifting towards the Asian region, India is well poised to garner a sizable share of it. India’s film
industry is already the largest producer of feature films in the world. In the context of Indian
Entertainment and Media industry, the Filmed Entertainment and Television segment dominate
the industry followed by the Print, Radio and the Music segments. The Indian Entertainment and
Media Industry offers ample opportunities for investing be it animation, films, dubbing, music
etc. This report covers all the important aspects related to the industry with useful and important
data thus offering a useful insight to the investor/reader looking to invest in this sector.
Entry of new players in the year 2005 saw across all segments of the E&M industry. The most
prominent entry was that of the Reliance Group in the filmed entertainment and radio segment.
During 2005, Reliance Capital bought a majority stake in Big cinemas which enabled it to have a
presence across the entire value chain of the filmed entertainment segment ranging from film
production, exhibition and distribution. Through Big cinemas, Reliance also made its entry into
the radio segment by bidding for over 50 FM radio stations across the country with aggregate
bids of over INR 1.5 billion. The other significant entry into the entertainment and media
segment was that of the Tata group, through its subsidiary Videsh Sanchar Nigam Limited
.VSNL tied up with the Paris-based Thomson Group in 2005 with the objective of identifying
opportunities in managing and delivering content for third parties, including broadcasters and
content providers. Thomson Group has partnership with Tata Sky Limited for manufacturing set-
top-boxes and providing sales service and support network for their DTH customers. Foreign
investment Owing to the strong impetus for growth from the economic and demographic factors
coupled with some regulatory corrections, the sector also recently witnessed increasing foreign
investment inflows in most segments of the E&M industry, especially the print media. Recent
examples include foreign investment in English dailies such as Hindustan Times and Business
Standard by Henderson Global and Financial Times respectively. Vernacular media too saw its
share of foreign investment with a strategic equity investment by Independent News & Media in
DainikJagran, a leading Hindi Daily. In thebroadcasting space, most channels beaming into India
such as Walt Disney, ESPN-Star Sports, Star, Discovery, BBC etc. have established
foreigninvestment subsidiary companies for content development and advertisementairtime
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sales. In the television distribution space arena, foreign investment isbeing drawn by the larger
cable operators referred to as ‘multi-system operatorssuch as Hathway and Hindujas. In the
television content space, therecent investment in Nimbus Communications by a foreign private
equityplayer is seen as the start of a significant trend of foreign investment inflows.Current status
of the industry with Indian economy continues to perform strongly and one of the key sectors
that benefits from this fast economic growth is the E&M industry. This is because the E&M
industry is a cyclical industry that grows faster when the economy is expanding. It also grows
faster than the nominal GDP during all phases of economic activity due to its income elasticity
when incomes rise, wherein more resources get spent on leisure and entertainment and less on
necessities. Further, consumption spending itself is increasing due to rising disposable incomes
on account of sustained growth in income levels, and this also builds the case for a strong bullish
growth in the sector. The size of E&M in India is currently estimated at INR 353 billion and is
expected to grow at a compounded annual growth rate of 19 percent over the next five years. The
television industry continues to dominate the E&M industry by garnering a share of over 42
percent, which is expected to increase by a further 9 percent to reach about 51 percent. The share
of the film industry, which currently stands at 19 percent, is not expected to change materially
over the next five years. Print media, which stands at over 31 percent, is projected to lose some
of its share in favor of the emerging segments. The Indian entertainment and media industry
today has everything going for it - be it regulations that allow foreign investment, the impetus
from the economy, the digital lifestyle and spending habits of the consumers and the
Opportunities thrown open by the advancements in technology. All it has to do is to cash in on
the growth potential and the opportunities. The government, on its part, needs to play a more
active role in sorting out policy-related impediments to growth. The industry needs to fight all
roadblocks- such as piracy- in a concerted manner, while churning out high-quality, world class
end products. The entertainment and media industry has all that it takes to be a star performer of
the Indian economy.
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2. COMPANY PROFILE
2. A. BACKGROUND AND INCEPTION OF THE COMPANY
Big cinemas, a Reliance Group of Company are one of the largest entertainment conglomerates
in India. What started as a laboratory for processing ad films over three decades ago, has today
become a key player in the entertainment and media industry. Big cinemas are by far the largest
entertainment corporation in the country. Thought leaders in every sense of the word, they have
been the defining force in every sphere of the entertainment industry - production, distribution,
processing or in cinemas - for over three decades now, be it pioneering the concept of
multiplexes, giving a corporate face to movie making, or introducing the IMAX experience, it
has always been Big cinemas first - in short, it was never a dull moment for the industry.Big
cinemas have a dominant and comprehensive presence in film services:motion picture processing
and di, film restoration, digital mastering, studios and equipment rentals Big cinemas films. June
2005, marked the milestone in Big cinemas when Reliance stepped into the company and
became majority promoter shareholders. With this move Big cinemas was catapulted to being
part of one of the leading business groups in India with a combined market capitalization
exceeding One Lakh crores. This management expertise and resources acted as a catalyst in
synergizing various interrelated businesses: animation, distribution, radio and digital cinema to
name a few. Today Big cinemas are the entertainment hub for top notch talent and cutting edge
technology. Big cinemas offerthe opportunity to be part of India’s fastest and largest growing
entertainment conglomerate. In other words, a chance to work with the best in the industry, as
part of world-class teams, that tackle new challenges every day; in a company that is as
committed to its employee’s growth as it is about its own success. Big cinemasfilms limited, a
member of the Reliance Anil DhirubhaiAmbani group, is India’s fastest growing film and
entertainment services company. Big cinemas have a dominant and comprehensive presence in
film services, motion picture processing, film restoration, digital mastering, studios and
equipment rentals. The Big cinemas films also operate India’s largest cinema chain with about
500screens spread across India, US and Malaysia. It has a significant presence in the film
distribution space with a nationwide presence across India as well as offices in London, New
York, Los angels and Malaysia.Big cinemas are committed to providing audiences across India
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over all economic strata, access to Big cinemas world-class cinemas. This is being achieved
through a strategy of not only setting up standalone properties and cinemas in malls, but also
taking over current properties, renovating and operating them, taking advantage of
theirconsiderable existing infrastructure and Brand value. The company has also launched
India’s first 6D theatre launched at Agra and was among the first to show 3D versions of
international movies.Big cinemas' television venture, synergy Big cinemas, is among thetop
players in the television programming industry. Reliance Media WorksOver the years, Big
cinemas has created iconic destinations such as BIG-Cinema Park in Agra, a kilometer away
from the TajMahal, which has pioneered the multi-sensory cinema experience in India through a
six dimensional show. Big cinemas has also partnered with IMAX Corporation to install IMAX’s
new world class digital projection system in Big cinemas flagship IMAX theatre in Mumbai.
This new technology has marked the first digital IMAX location in India and enabled Big
cinemas to take advantage of the growing slate of Hollywood releases in IMAX and IMAX 3D.
Big cinemas are thereby the only cinema in India which screens films in both 3D and 6D
formats.
Bharat Big cinemas Mangalore is a franchise of Reliance Big cinemas taken up by Bharat groups
Mangalore.
2. B. NATURE OF BUSINESS CARRIED
The business carried on is Multiplex. Pioneering the concept of multiplexes, giving a corporate
face to movie making, or introducing the IMAX experience, it has always been Big cinemas first
in short, it was never a dull moment for the industry. The Company's principal activities are to
provide feature films, television, entertainment and other related services in India. The Company
operates in two segments. Commissioned programs include the sale of television serials to
channels and Sponsored programs which include the telecasting of television serials on channels.
The Big cinemas has not only changed the concept of theaters but also has improved the movie
viewing experience for the customers with its latest technological innovation which has made it
more fun and safer for the customers.
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2. C. VISION, MISSION AND QUALITY POLICY
Vision
The vision of Reliance Big cinemas Entertainment is meeting young India's aspirations and
assuming a leadership position in communications, media and entertainment.
Mission
 The Mission of Reliance Big cinemas is to offer a world class viewing experience to the
consumer through a chain of Multiplexes.
 To create value for all stake holders.
 Grow through innovation.
 It is geared to create a significant presence in businesses across various vectors of content,
internet, broadcast and retail services and platforms for distribution.
 The company strives to create converged services and platforms for masses to access
innovative, cutting-edge content which include production and strategic collaboration in
areas such as gaming, movies, animation, music, broadcast, DTH and user-generated content,
amongst others.
 A delightful Movie Experience.
 A delightful Work place.
 A delightful Community.
Quality policy
 Reliance Big cinemas are committed to meeting customer requirements through continual
improvement of quality management systems.
 Reliance Big cinemas shall sustain organizational excellence through visionary leadership
and innovative efforts.
 To provide the best viewing experience for its customers through chain of multiplexes.
 Providing best and the latest movies for its customers.
 To provide the latest technological advances to its customers for the best viewing experience.
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2. D. SERVICE PROFILE
Today Big cinemas are the market leader, processing the largest number of Hindi films every
year with a record-breaking number of prints. Long-standing business relationships and a
technologically advanced facility including a high quality lab for processing raw exposed films,
color correction, editing and making multiple prints for final distribution, and a well appointed
preview theatres have made us the most sought-after film processing laboratory in India.
Currently, Big cinemas enjoys a 70% market share in the Hindi films in the film processing and
printing business. Along with films, they continue to focus on quality negative processing for the
advertising industry. In 2005, Big cinemas received the prestigious Kodak Image care Program
Negative Processing Accreditation. With it, Big cinemas joined an elite club of processing labs
in the world recognized for the highest quality and standards in motion picture film handling and
processing, and most efficient practices. They have further consolidated their dominant position
with numerous other prestigious awards for the quality of film processing.
2E. AREA OF OPERATION
Big cinemas are India’s largest cinema chain with about 500 screens spread across India. It also
operates in U.S, Mauritius, London and Malaysia. The company is also working towards
establishing presence in Netherlands and has associated with PATHE Theatres to begin
screening Indian movies. It has a significant presence in the film distribution space with
a nationwide presence across India as well as offices in London, New York, Los Angeles and
Malaysia. Having been the first cinema chain to cross100 screens and now approaching 600
screens in India, Big cinemas are by far the largest cinema chain in India.
Big cinemas' is now considered as world-class cinemas and this is being achieved through a
strategy of not only setting up stand-alone properties and cinemas in malls, but also taking
over current properties, renovating and operating them, taking advantage of their considerable
existing infrastructure and brand value. All in all, plans are underway for a large chain of
cinemas in the top 10 cities including Delhi, Kolkata, Hyderabad and Bangalore. It is also
looking at ramping up operations in small cities and towns & also northern India and the second
phase will include expansion to developing cities and in the year to come, 35 million people are
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expected to watch a movie on an Big cinemas screen. Bharat Big cinemas situated in Mangalore
provides an excellent multiplex experience for the people in and around Mangalore(D.K), Udupi,
Madikeri, and Utharakannada District of Karnataka. Its coverage area extends throughout the
costal belt of Karnataka.
2. F. OWNERSHIP PATTERN
The corporate structure: The Company board of Directors, important executives and other
people instrumental to the success of the company.
Mr. Anil Ambani, Chairman, Reliance Anil DhirubhaiAmbani Enterprises.

Mr. ManmohanShetty, Managing Director, Big cinemas Films Ltd, India.
Mr. BalakrishnaShetty, Manager, Big cinemas Films Ltd, Mangalore.
Table 2.f Showing ownership pattern of Big cinemas.
Ownership % of shares
Bharath groups pvt ltd 51%
Mr. Anil Ambani, Chairman,

49%
Reliance Anil DhirubhaiAmbani Enterprises.
2. G. COMPETITORS INFORMATION
INOX: INOX Leisure Limited is the diversification venture of the INOX Group into
entertainment and is a subsidiary of Gujarat Flurochemicals Ltd. INOX Leisure's mission is to be
the leader in the cinema exhibition industry, in every aspect right from the quality and choice of
cinema to the varied services offered and eventually the highest market share. With a view to
consolidate its position in the multiplex industry, the Company had acquired 17,565,288 equity
shares of Fame Cinemas in February 2010. The Company acquired further 1,075 equity shares
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of Fame Cinemas in the Open Offer. Subsequent to the completion of the open offer formalities
on 6 January 2011, the Company holds 17,566,363 equity shares of Fame representing 50.27%
of the issued and paid-up capital of Fame Cinemas. Consequently, Fame Cinemas and its
subsidiaries viz. Fame Motion Pictures Limited and Big Pictures Hospitality Services Private
Limited have become subsidiaries of the Company with effect from 6 January 2011.INOX has
traversed its own path by bringing in a professional and service oriented approach to the cinema
exhibition sector. With strong financial backing, impeccable track record and strong corporate
ethos, INOX has established a strong presence in the cinema exhibition industry in the short span
of a little over eight years since the opening of its first multiplex. INOX currently operates 45
multiplexes and 178 screens in 29 cities making it a truly pan-Indian multiplex chain. Winner of
the 'ICICI Entertainment Retailer of the Year' Award 2005, TAAL Multiplexer 2006 and
Emerging Super brand of the year 2006 - 2007 Award, INOX Leisure Ltd. will continue its
expansion into places like Jodhpur, Ahmedabad, Bhopal, Mangalore, Coimbatore, Kanpur,
Hubli, Bhuvaneshwar, etc. Its merger with CCPL 89 Cinemas has given INOX access to an
additional 9 multiplexes in West Bengal and Assam. INOX was also chosen post a nationwide
tender to design, construct and operate the prestigious multiplex in Goa that hosts the
International Film Festival of India. All INOX cinemas have state of the art facilities in terms of
modern projection and acoustic systems, interiors of international standards, stadium styled high
back seating with cup holder arm-rests, high levels of hygiene, varied theatre food, a selection of
Hindi, English and regional movies, computerized ticketing and most importantly high service
standards upheld by a young and vibrant team.
PVR CINEMAS: PVR Ltd. was incorporated in April 1995 pursuant to a joint venture
agreement between Priya Exhibitors Private Limited and Village Road show Limited, one of the
largest exhibition companies in the world. PVR pioneered the multiplex revolution in the country
by establishing the first multiplex cinema in 1997 at Saket, New Delhi. The opening of the first
multiplex heralded a new era in the Indian cinema viewing experience and which also changed
the industry forever. From then on PVR initiated many path breaking innovations in the industry
from launching in Bangalore the largest 11 screen multiplex in the country in 2004 to
introducing Gold Class Cinema. To ramp up presence across the retail entertainment landscape,
PVR entered into a JV with Major Cineplex Group in 2008, a leading Film exhibition and retail
entertainment company based out of Thailand, to bring lifestyle entertainment concepts to Indian
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consumers. The Joint Venture enjoined setting up of bowling alleys, karaoke centers, ice skating
rinks and gaming zones across the country to enhance the out of home entertainment experience
for Indian consumers. Currently, geographically diverse cinema circuit in India consists of 46
Cinemas with 213 screens spread over 27 different cities covering major markets across the
length and breadth of the country: Delhi, Faridabad, Gurgaon, Ludhiana, Jalandhar, Ghaziabad,
Mumbai, Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Baroda,
Allahabad, Ahmedabad, Udaipur, Chandigarh, Surat, Latur, Nanded, Ujjain, Nagpur, Pune,
Raipur and Bilaspur. In FY 2011 the PVR brand has been successful in entertaining more than
19 million esteemed patrons across its properties. Today PVR Cinemas contributes 20-25% of
domestic box office collections of any leading Hollywood movie and 12-13% of any leading
Bollywood movie, highest across the Indian Film Exhibition space. In the last decade and half,
PVR Ltd has established itself as India's leading and most premium entertainment company, with
presence in the entire value chain with leadership position in Film Exhibition, Distribution and
Production. It has also successfully forayed into retail entertainment formats such as bowling
Centers with BluO- India's largest 24 lane bowling center which was set up in Gurgaon in 2008.
The company also operates a film distribution and production business through PVR Pictures, a
100% subsidiary of PVR Ltd. The company has definite plans to grow multifold over the next 3-
5 years with plans to set up 300 screens and expand to 40 cities from 20 cities at present. The
company will continue to provide cinema viewing experience equipped with superior quality
ambience, technologically updated systems and best service standards to ensure customer delight
and unmatched cinema viewing experience. The company also aims to set up more bowling
centers, ice skating rinks and expand its presence in key cities and become a dominant player in
the Retail entertainment space at pan India level.
CINEMAX: They believe in them that much that they decided to take the movie experience to
an entirely new level. Watching the movie they say is only the beginning of the magical
experience. They not only flash the best movies ever made on their screens but they ensure that
movie buffs view them in style in recliners, massage chairs and customer service fit for a king.
They love cinema and so does India. Hence, their launch plans are ambitious and nationwide.
They are one of the largest Exhibition theatre chains in India with 39 properties, 138 screens and
33,522 seats. They believe they are one of the dominant players in Mumbai operating with 14
locations which is home to the Hindi Film industry they believe that their brand 'Cinemax' is one
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of the most recognizable film exhibition brands in the areas where they operate. They have
theaters in Ahmedabad, Panipat, Nagpur, Hyderabad, Kolkata, Kanpur, Raipur, Gandhinagar,
Mumbai, Thane, Vashi, Cochin, Baroda, Rajkot, Siliguri, Nashik, Delhi, Bangalore, Pune, Surat
and coming soon in Chennai and launching additional properties in Pune and Bangalore. They
believe in providing customer satisfaction through process enhancements and constant
innovation in their services and facilities such as high comfort recliner seating arrangements in
'The Red Lounge', massage chairs, etc. They have conducted many premieres. They can ensure
that almost one citizen from any home across the city has visited their premises at some point in
time making it the place with the highest footfall, all of them eager to experience their adored
idols on the big screen.
GOPALAN CINEMAS: Gopalan Enterprises was founded in 1984 by Mr. C.Gopalan, an

architect, with the objective of developing and constructing residential apartments in Bangalore.
The company has developed some of the finest homes in Bangalore and has the enviable record
of having completed all its projects on time. The Group is engaged in the promotion of
Residential, Commercial, Shopping Malls, Townships, Special Economic Zones, Software
Technology Parks, Biotech Parks, Organic Farms, Educational Institutions, Export of Culinary,
Medical Herbs, Star Hotels, and Hospitals etc.They offer 25 years experience building for an
astute clientele from around the world. They take pride in the superior craftsmanship and
attention to detail given to every project they construct. Their reputation nests on professional
management, exceptional product quality, overall affordability and client service through out the
building process. Their commitment, integrity, teamwork and professional excellence has
continually seen the growth and success of the business since its beginnings in 1984.Gopalan
Enterprises bears the stamp of innovative design, superlative quality construction. The Group's
commitment to quality construction, modernity in Architectural value; Space Management,
Customer satisfaction motto has set up new trend in the building industry. Group has emerged as
one of the competitors for promotion of Special Economic Zone generating exports &
employment. The group has a giant presence in the Knowledge City with a prestigious global
clientele. Gopalan Enterprises brings to a combination of strong professional experience and a
commitment to fresh, creative approaches for project planning and design.Their talents have
been applied to projects throughout Bangalore City. Gopalan is committed to providing the
highest standard of professional service. They are dedicated to the philosophy - Inspired by Life,
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Built on Trust.Their goal is to assist by planning and designing a facility that meet unique needs.
They are supported by talented architects, interior designers, construction administration
specialists, technical, marketing, customer support and administrative personnel.
CINEPOLIS: When it comes to Cinepolis it is both National as well as Local competitor.

Cinepolis is the biggest Cineplex chain in Mexico with 205 theaters in 65 cities and they have
become the largest chain in Latin America and the fourth largest in the world with over 230
theaters, 3,000 screens and over 13,000 employees throughout Mexico, Guatemala, El
Salvador, Costa Rica, Panama, Colombia, Brazil, Peru, India and the United States.In Mangalore
it is located at City Centre mall at Store no: 4, Fourth Floor which has 5 screen including VIP
screen digital multiplex, which has a seating capacity of 1200, together with Real D, the world’s
best 3D technology, Hollywood standard 2k digital screens and 7.1 Dolby digital audio. After
Bangalore, this is the second Cinepolis multiplex in Karnataka.
CENTRAL:Central talkies is located at Hampankatta Mangalore. This is one of the oldest local
non A/CTheater which has more than 500 seats of 3 categories with Balcony, First Class, and
Second Class. The Theater draws more of local audience with the shows of Hindi, Kannada,
Tamil, Telugu and Malayalam movies.
JYOTHI: Jyothi talkies is located at the center of city near jyothi circle, Balmata Mangalore, it
is a single screen theater with more than 350 seats of 3 categories with Balcony, First Class, and
Second Class. The movies played are of Hindi, Kannada, Tamil, Telugu, Tulu and Malayalam
movies.
PRABHATH: PrabhathTheater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single

screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second
Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu
and Malayalam movies.
NEW CHITRA: New Chitra Theater is situated at BasavangudiStreet Mangalore. It is a single
Class.The theater draws more of local audience with the shows of English, Hindi, Kannada,
Tamil, Telugu and Malayalam movies.
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ROOPAVANI: Roopavani Theater is situated in Bhavanthistreet Mangalore. It is a single screen
theater with more than 350 seats of 3 categories with Balcony, First Class, and Second Class.The
Theater draws audience with the shows of Kannada, Tamil, Tulu and Malayalam movies.
SUCHITHRA: Suchitra Theater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single
PLATINUM: Platinum Theater is located in Falnir Road Mangalore. It is a single screen theater
with more than 450 seats of 3 categories with Balcony, First Class, and Second Class.The theater
draws more of local audience with the shows of English, Hindi, Kannada, Tamil, Telugu and
Malayalam movies.
RAMAKANTHI: Ramakanthi Theater is situated in Bhavanthistreet Mangalore. It is a single
2. H. INFRASTRUCTURAL FACILITIES
Big cinemas, a division of Reliance Media Works Ltd formerly known as Adlabs Films Limited
and a member of Reliance ADA Group is has a theatre chain with over 500 screens
in India, US, Malaysia, and the Netherlands. The company accounts for 10 to 15% of box office
contributions of large movies. After pioneering the IMAX experience in India, it recently
launched 3D and 6D technology and is the only cinema chain to screen films in all three formats.
Big cinemas also operates in the United States, and the circuit accounts for about 30-35% of
Hindi features box office collections and over 70% of Tamil and Telugu box office collections
from the US. In Malaysia, the company now has 66 screens that play Hollywood features as well
as Chinese and Tamil films to cater to the 1.5 million Tamil populationsThe cinema viewing
experience for Mangaloreans underwent a dramatic change in 2006 - when the first three-screen
multiplex started operating in the first mall of the city. Adlabs now Big cinemas multiplex started
with three screens and added one more screen a year later. Since then there has not been much of
a change in the multiplex scene in the city.
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2. I. ACHIEVEMENTS /AWARDS
Big cinemas have won many awards over the years which include:
 ‘Entertainment Retailer of the Year’ honor at the India Retail Forum 2009.
 ‘International Exhibitor of the Year 2008’ by CineAsia 2008 at Macau.
 Big cinemas’ innovative concept of Cinediner which combines fine dining and movie watching
has won the award for Most Admired Innovative Concept of the Year at Images Retail Forum
2010.
 Big cinemas have also been awarded the “Multiplex of the Year” at the Franchise India’s Star
Retailer Awards, 2012 at New Delhi.
 Big cinemas have been awarded the “Retailer of the Year” honor at the Reid & Taylor Awards
for Retail Excellence for 2 consecutive years.
 South Indian Cinematographers Association Award for “Best Color Laboratory” in Chennai for
the year 2007.
 Zee Cine Award for Best Film Processing in 2008.
 Big cinemas has bagged the trade recognition of being the “Best Cinema Chain for the Year”
honor at ZEE ETC Bollywood Business Award 2012 held at Mumbai.
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2. J. WORK FLOW MODEL
Company
Subsidiary

Branch Branch Franchise Franchise Franchise
 Satellite Marketing Operation Booking

Distribution
Screen 1 News paper Back office Ticket counter

operation
Screen 2 Internet Tele booking
Front office
Screen 3 Mall Display Internet
operation
Board booking
Screen4
Customer
Figure 2.J: Work Flow Model
A workflow consists of a sequence of concatenated or connected steps. Emphasis is on the flow

paradigm, where each step follows the precedent without delay or gap and ends just before the
subsequent step may begin. This concept is related to non overlapping tasks of single resources.
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It is a depiction of a sequence of operations, declared as work of a person, a group of persons.
Workflow may be seen as any abstraction of real work. For control purposes, workflow may be
a view on real work under a chosen aspect, thus serving as a virtual representation of actual
work. The flow being described may refer to a document or product that is being transferred
from one step to another. an organization of staff, or one or more simple or complex
mechanisms.
The work flow model starts with the company i.e. Reliance Big cinemas from which the various
companies obtains the franchises or even the branches is opened by Big cinemas itself. The
franchises will be operating in four areas such as satellite Distribution through which the movies
Reaches the theaters and are shown on the various screens, here in case of Bharat Big cinemas
there a 4 screens available through which it is reached to the final customers. The other
department is marketing which makes customer aware about the movies and offers through
various marketing channels such as Newspaper, Internet, and Mall display board. The operation
department is classified as Front office and Back office which enables all the operations done at
Big cinemas. It also has a booking department which operates for booking of tickets through
various mediums such as Tele booking, online booking and also through ticket counters. The
final link in the work flow model is the customer of Big cinemas.
2. K. FUTURE GROWTH AND PROSPECTS
Bharat Big cinemas have humongous scope for growth in costal region of Karnataka. The
competition is intense with many global competitors entering into the market along with
established local theaters which are operating at the same level. But Mangalore region
developing as educational hub of Karnataka will bring more youths towards Mangalore which is
a positive sign for Big cinemas. It can also target the surrounding regions of Mangalore as there
is open market without any major companies established Big cinemas can target the surrounding
developing regions like Udupi, Moodbidri, Kundapur, Puttur etc. The prospect of the growth for
Bharat Big cinemas in Mangalore appears to be positive.
18
3. MCKINSEY 7S FRAMEWORK
The McKinsey 7s framework is a management model developed by well known business

consultants Robert H. Waterman, Jr. and Tom peters in the 1980s. This was a strategic vision for
groups, to include businesses, business units, and teams. The 7s are structure, strategy, systems,
skills, style, staff and shared values.McKinsey's frame work provides a useful tool for analyzing
the strategic attributes of an organization. These seven are distinguished in so called hard S’s and
Soft S’s. The hard elements: Strategy, Structure and System are feasible and easy to identify. The
four soft S’s Skills, Staff, Style and shared values however are hardly feasible. Companies in
which these soft elements are present more successful at implementation of strategy.
Figure 3.a: McKinsey 7s framework
19
The 7-S framework of McKinsey is aValue Based Management model that describes how one can
holistically and effectively organize a company. Together these factors determine the way in which
a corporation operates. Managers need to take account of all seven of the factors to be sure of
successful implementation of a strategy - large or small. They're all interdependent, so if the
manager fail to pay proper attention to one of them, it can bring the otherscrashing down.
Objective of the model is to analyze how well an organization is positioned to achieve its intended
objective.
MCKINSEY 7S FRAMEWORK WITH SPECIAL REFERENCE TO BHARATH BIG

CINEMAS:
3.1. STRUCTURE: Basis for specialization and co-ordination influenced primarily by strategy
and by organization size and diversity.
Big cinemas, a division of Reliance Media Works Ltd has a theatre chain with over 500 screens
in India, US, Malaysia, and the Netherlands. The company accounts for 10 to 15% of box office
contributions of large movies.After pioneering the IMAX experience in India, it recently
launched 3D and 6D technology and is the only cinema chain to screen films in all three formats.
Bharat Big cinemas werethe first three-screen multiplex started operating in the first mall of the
city. Big cinemas multiplex started with three screens and added one more screen a year later. It
works with 6 efficient departments comprising of HR department, Marketing Department,
Finance Department, PR department, Booking department and finally the maintenance
department. The flow of instructions is sent from the top management and is passed to all the
other departments. The Marketing and advertisements works are managed by Marketing
department, the Recruiting and training of employees are achieved by HR department. There is
also the Public Relation Department to handle customer objections and queries.
20
Board of directors
Human Resource Human Resource Human Resource

department Mangalore department department
Marketing department Marketing department Marketing department

Mangalore Division
v department
Finance Finance department Finance department
Mangalore Division
Booking department Booking department Booking department

Mangalore Division
Customer Query /public Customer Query /public Customer Query /public

Relationship department Relationship department Relationship department
Maintenance and house

Maintenance and house Maintenance and house
keeping department
keeping department keeping department
Figure 3.b: Organization structure
21
3.2. STRATEGY: Actions a company plans in response to or anticipation of changes in its
external environment.
 The main strategy which has helped Big cinemas to grow and lead the market is by always
keeping the customer’s needs in mind and constantly innovate in the multiplex sector.
 To provide the quality service through excellent world class venue for the customers to visit
and watch the movies.
 Providing fully Air conditioned theaters with cushioned push back seats which has changed
the view of whole concept of theaters in and around the globe.
 One of the top prioritize strategy of Big cinemas is to attract more youths towards watching
movies, Through various offers and combos Big cinemas is attracting the youngsters towards
the theaters .
 Execute flawlessly and efficient delivery of services every time every day through which the
Big cinemas has raised its standards.
 Sustain and strengthen the group’s spirit of entrepreneurship taking ownership and
accountability for their actions.
 Leverage synergies to learn and build on the diverse experiences and skill sets of various
businesses and teams.
 To create a true meritocracy with a pervasive commitment to transparent systems and
processes.
 Do all this with unquestionable Integrity to ensure total compliance with the laws of the land.
 To engage itself in social activity to ensure it is involved in the welfare of the common
people.
 To attract more families by providing safer and healthier venues with world class standards.
 To shift the peak demand from weekends by introducing offers like Wednesday movies with
less/ Fixed ticket prices.
 To ease the process of booking tickets through various booking options which consists of
Online booking, Ticket counter and Tele Booking.
 To provide best viewing experience through Imax and 3D visual presentations which
includes better sound clarity and bigger screens.
22
3.3. SYSTEM: Formal and Informal procedures that support the strategy and structure. Systems
are more powerful than they are given credit which is performed through:
 Growth opportunities to expand leadership capabilities.
 True meritocracy and freedom to choose career paths.
 Opportunities to develop and enhance leadership and functional capabilities.
 An entrepreneurial environment where people can pursue their dreams.
 Competitive compensation.
 First mover advantage over competitors.
 Through a well-defined Rewards & Recognitions program that periodically identifies

exceptional individual and team achievers among the various business functions and verticals
in the Group which also includes the convention of awarding the Best Employee of the year
for the best performance of that year.
3.4. STAFF: The people/human resource management- processes used to develop managers,
socialization processes, and ways of shaping basic values of management cadre, ways of
introducing young recruits to the company, ways of helping to manage the career of
employees.There strong team of professionals is among the youngest in the country, and consists
of some of the most dynamic, motivated and qualified individuals to be found anywhere in the
world. First rate management graduates, highly trained engineers, top-notch financial analysts
and razor sharp accountants they have on their rolls some of the brightest minds in the business.
Currently there are
 There are 40 employees working in various department such as Marketing, Finance, Human
resource etc
 The staffs are well Qualified and trained in their respective departments.
 Consists motivated employees work towards the customer satisfaction for each turn up’s.
23
 Separate employees are allocated for various modes of booking to enhance better transaction
of tickets.
 Separate trainings are provided for front office and back office staffs.
 The company organizes periodic development programs to develop and improve the skill of
the staffs.
 The staffs are well dressed and are provided with Black pants and Black shirts with Red
stripes on the shoulder, they are also provided with the Black caps carrying the logo of Big
cinemas.
 The staffs appointed are both full time as well as part time for the better flexibility within the
organization.
3.5. SKILL: The Distinctive competences-what the company does best, ways of expanding or
shifting competences. Skill refers to the organizational dominant capabilities and competencies.
Skill are those which are developed over a period of time and are result of interaction of many
like the kind of people, type of management style, organization structure and the nature of the
work they do. The company is possessing self-sufficiency in technical skills with various
competitive advantages such as:
o Committed to excellence in quality of service.
o Highly trained employees specially trained in the field of customer handling and human
resource skills.
o Responsive to evolving business needs and challenges in the organization.
o Dedicated to uphold the core values of the Group.
o To continuously scan the environment review of training programs and design need based to
ensure achievement to high level of excellence in consumer satisfaction.
o It is this skill and initiative of their workforce that sets them apart from their peers in today’s
knowledge-driven economy.
24
3.6. STYLE: More a matter of what managers do than what they say: How do a company’s
managers spend their time, what are they focusing attention on, Symbolism- the creation and
maintenance or sometimes deconstruction of meaning is a fundamental responsibility of
managers.
 They always put their employees first. Pride lies in building a company around the idea that
work should be challenging and challenge should be fun. The idea being, organizing world's
information and make it both useful and universally acceptable by one and all.
 Accomplishment of this feat will be done only with people having great aspirations.
Reliance Big Entertainment offers the most inspiring work environments on the planet to
work with smart people and amazing technology.
 A platform to connect with millions of people. They invite the people to join and become a
part of their organization – one whose forte is its ethics and values which are in turn reflected
in its actions and people practices.
3.7. SHARED VALUES: Guiding concepts, fundamental ideas around which a business is
built- must be simple, usually stated at abstract level, have great meaning inside the organization
even though outsiders may not see or understand them.
 Social Responsibility: Big cinemas believes that organizations, like individuals, depend on
the support of the community for their survival and sustenance, and must repay this
generosity in the best way they can.
 People Care:Big cinemas possess no greater asset than the quality of human capital and no
greater priority than the retention, growth and well-being of their vast pool of human talent.
 Shareholder Interest: Big cinemas value the trust of shareholders, and keep their interests
paramount in every business decision they make, every choice they exercise
 Consumer Focus: It is one of the great values of Big cinemas. They rethink every business
process, product and service from the standpoint of the consumer – so as to exceed
expectations at every touch point
25
 Excellence in Execution:Big cinemas believe in excellence of execution – in large, complex
projects as much as small everyday tasks. If something is worth doing, it is worth doing well.
 Respect for Competition: Big cinemasrespect competition – because there’s more than one
way of doing things right. They can learn as much from the success of others as from their
own failures.
 Proactive Innovation: Big cinemas nurture innovation by breaking silos, encouraging cross-
fertilization of ideas & flexibility of roles and functions. They create an environment of
accountability, ownership and problem-solving based on participative work ethic and
leading-edge research.
 Leadership by Empowerment: Big cinemas believe leadership in the new economy is about
consensus building, about giving up control; about enabling and empowering people down
the line to take decisions in their areas of operation and competence.
 Team Work: The whole is greater than the sum of its parts; in rapidly-changing knowledge
economy, organizations can prosper only by mobilizing diverse competencies, skill sets and
expertise; by imbibing the spirit of “thinking together” -- integration is the rule, escalation is
an exception.
26
4. SWOT ANALYSIS
STRENGTHS
 Big cinemas, a Reliance Group of Company are one of the largest entertainment
conglomerates in India.
 Big cinemas have a dominant and comprehensive presence in film services: motion picture
processing, film restoration, digital mastering, studios and equipment rentals.
 It was first of its kind to be set up in Mangalore.
 The biggest strong point for the company is the current location at Bharath Mall, Bejai,
Mangalore which is considered as the heart of the city.
 More families are driven by the standards of Big cinemas.
 It caters to the needs of the residents of Mangalore by providing High end visual picture
which also includes 3D movies which other local theaters lack.
 The company has a strong experience in building and construction. Also, there is a brand of
'Reliance' to be considered.
 The company has a premium theatre too. The utilization of this could probably indicate the
pricing power for the company.
 The main strength of Big cinemas include the Brand name, ambience and service, strong
data base, good inter personal relation with customer, trained & qualified staffs.
WEAKNESSES
 High dependence on distributor for showing films in every theatre and for every film. This
gives a very unstable business model when one compares with Big cinemas which are in the
other end of the value chain.
 Inadequate promotional strategies when compared to its competitors.
 Concentration is mainly deliberated towards upper and upper middle income groups.
 Existing competition is with Inox, PVR cinemas and Cinepolis. Big cinemas are expected to
be the largest player with a strong backward integration. Given this level of competition,
efficiency or utilization rate is one of the key parameters for success. There is no strong
27
pricing power with any of these competitors. Given, that they can't reduce the price to a 'non
multiplex' rate, the downside pricing to increase volumes is lost too. Also, the competitors
are expanding very aggressively. Incase, they are represented in most areas, especially in
prime areas, that Big cinemas is operating, this can lead to loss of business.
.
OPPORTUNITIES
 Mangalore being a educational hub with majority of the viewers are youth, the demand for
quality viewing experience will be high and will increase in the near future.
 There is a big demand for theatres across the country given the poor quality currently in
existence across places. Also, most theatres are willing to open in Sec B and C cities and
move into small towns too.
 They are willing to work on different model for pricing tickets depending on time/day.
 Increase in the income level of the people and high discretionary income spent on luxury.
THREATS
 Success of theatres is movie specific and this can tilt towards failure with poor movie
scripts.
 Alternate sources of entertainment such as DTH, DVD can lead to lower sales.
 Alternate mediums like DTH, DVD or VCDs can become popular making the Business
unattractive.
 Arrival of global competitors like Cinepolis in Mangalore will affect the existing business.
 Various internet sites providing free unauthorized prints of latest movies.
28
5. ANALYSIS OF FINANCIAL STATEMENT
A financial statement or financial report is a formal record of the financial activities of a

business, person, or other entity. The financial statement provides a summarized view of the
financial position and operations of a firm. The analysis of the financial statement is a process of
evaluating the relationship between components parts of financial statement in order to obtain a
better understanding of the firm’s position and performance.
1. Current Ratio: This ratio is calculated to study the liquidity of a firm. Current ratio is
calculated by dividing current assets by current liabilities
Current assets
.Current Ratio=
Current liability
Table 5.1: Current Ratio
Year Current Assets (Rs in crores) Current Liabilities(Rs in Current Ratio

crores)
2008 184.96 208.81 0.89
2009 293.61 152.94 1.92
2010 274.36 238.42 1.15
2011 364.92 260.17 1.40
2012 312.90 598.66 0.52
It indicates that the liquidity position of the company during the financial year
2. Debt-Equity Ratio: These ratios express the relationship between debt and equity. It also
indicates what proportion of equity and debt. The company is using to finance its assets. It can be
calculated by using the following formula
29
Total Debt
.Debt Equity Ratio=
Shareholders Equity
Table 5.2: Debt-Equity Ratio
Year Debt (Rs in crores) Equity(Rs in crores) Debt Equity Ratio
2008 925.59 689.61 1.34
2009 1296.10 524.2 2.47
2010 1892.44 374.78 5.05
2011 1982.41 42.78 46.34
2012 1824.40 -565.63 -3.23
In debt equity ratio, if the ratio is greater than 1, the majority of the company’s assets are
financed through debt. If the ratio is less than 1, its assets are primarily financed through equity.
Debt-equity ratio of the firm during the financial year 2012 is negative because it includes
accumulated losses hence the net worth is also obtained negative.
3. Quick Ratio: Quick Ratio is an indicator of company’s short term liquidity. It measures the
ability to use its quick assets to pay its current liability. Quick ratio formula is:
Quick Assets
.Quick Ratio= or
Current Liability
Cash+ Marketable securities + Accounts Receivables

.Quick Ratio=
Current Liability
Where, Quick asset= Current asset – inventories
Table 5.3: Quick ratio
30
Year Quick asset (Rs in crores) Liability(Rs in crores) Quick Ratio
2008 177.35 208.81 0.85
2009 286.70 152.94 1.87
2010 265.29 238.42 1.11
2011 351.67 260.17 1.35
2012 298.72 598.66 0.58
4. Net Profit Ratio: Net profit margin is a key financial indicator used to asses the profitability
of a company. Net profit margin formula is:
Net Profit/PAT
.Net Profit Ratio=
Net Sales
Table 5.4: Net profit Ratio
Year PAT (Rs in crores) Net Sales (Rs in crores) Quick Ratio
2008 48.01 309.17 0.16
2009 -54.6 662.4 -0.08
2010 -148.52 719.71 -0.21
2011 -330.83 729.07 -0.45
2012 -903.15 1234.41 -0.73
5. Asset Turnover Ratio: Asset turnover ratio is the ratio of company’s sales to its assets. It is
an efficiency ratio which tells how successfully the company is using its assets to generate
revenue. The Asset Turnover Ratio formula is:
31
Sales Revenue
.Asset Turnover Ratio=
Total Assets
Table 5.5: Asset Turnover Ratio
Year PAT (Rs in crores) Net Sales (Rs in crores) Quick Ratio
2008 48.01 309.17 0.16
2009 -54.6 662.4 -0.08
2010 -148.52 719.71 -0.21
2011 -330.83 729.07 -0.45
2012 -903.15 1234.41 -0.73
32
6. LEARNING EXPERIENCE
“Purse your goals even in the face of difficulties, and convert adversities into opportunities.”-Mr.
DhirubhaiAmbani.
It is easier to study the books written by the authors, but very difficult to experience the reality in
those books. I had a wonderful experience of the corporate world during the tenure of the project
at Bharat Big cinemas, Mangalore. Mr. BalakrishnaShetty, the manager was approachable and he
was friendly and encouraging. The positive outlook of the store manager towards the project and
its encouragement helped me to boost up my confidence level and to develop a positive attitude
towards work life. I also learnt that participative leadership style motivates each and every
employee to the great height possible. Respecting each other and encouraging the colleagues at
work place contribute towards building a harmonious relationship. I also learnt how the service
personnel are trained to handle the customers. Customers are a set of very difficult people to
tackle with. Some will be having problem with the show timings and some with the seating
arrangements, some need corner seats and some are price sensitive. But my survey related
problem was very different. Some customers are approachable and some others were reserved
and grumpy, some were busy and some others wanted their privacy. This was making me
remember Consumer Behavior subject quite a lot. I also learnt that one cannot satisfy all the
customers, because what one likes other may dislike it. So I had to change myself behaving
different with different individuals. I also learnt that the marketer needs to have a firm approach
towards the customer and opinion of all matters in marketing of goods and services. The industry
experience has made me realize that it’s not the individual but the Team effort which pays off at
the end, helping each other and cooperating with each other can make the perfidious corporate
world into a fun filled and peaceful one. I also learnt that one needs to put in cent percent efforts
to get a promotion and it is not the salary alone which matters but the acceptance by others that I
am human is very important if one needs to take up a marketing job. These 70 days of practical
study has made me understand a lot of marketing aspects along with an exposure of corporate
world and I did understand the consumer behavior practically.
33
PART-B
34
1. A. GENERAL INTRODUCTION
Customer Satisfaction is a must in business. Satisfaction is a person’s feeling of pleasure or

disappointment resulting from comparing a product’s perceived performance in relation to his or
her expectation. Satisfaction is a function of perceived performance and expectation. If
performance falls short of expectation, the customer is dissatisfied. If the performance matches
the expectations, the customer is satisfied. If the performance exceeds expectations, the customer
is highly satisfied or delighted. Many companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch when a better offer comes along. The
producer's attempts to find out people who will pay for his product and buy them for his own
satisfaction from the products while manufactures make decision of the scope for the products,
they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost
human behavior with in the market. They get such knowledge from psychology and sociology
for their desires. This is called consumer behavior, which is used to construct models by which
marketing people plan strategies, later on, these are used in advertising campaign.
The customer is the theme of all business functions. The purpose of business is to create and
retain the customers. If the customers are not satisfied, there are so many other competitors who
are waiting for this opportunity. Therefore, the customer should be put at the center of all
business activities, cutting across function and hierarchical boundaries. The marketing concept
holds that the key to achieving organizational goals consists of being more effective than
competitors in integrating marketing activities towards determining satisfying the needs and
wants of target customers. Marketing activities should be carried out under a well-thought-out
philosophy of efficient, effective, and socially responsible marketing. There are five competing
concepts under which organization can choose to conduct their marketing activities. The
Production concept, Product concept, Selling/sales concept, marketing concept, and the Social
marketing concept.
Customer expectation is the perceived value customers seek from the purchase of a good or
service. In a competitive marketplace where businesses compete for customers, customer
expectations & satisfaction is seen as a key differentiator & increasingly has become a key
element of business strategy.
35
Statement of problem
A study on Marketing Strategy and Customer Comforts with reference to Bharat Big cinemas.
Objectives of the study
 To assess the need, requirements & expectations of the customers in order to assess their
level of customer satisfaction and also to analyze the marketing strategy used for customer
satisfaction.
 To measure & prioritize areas where improvement will most affect customer satisfaction.
 To measure the effectiveness of different marketing strategies used by the Big cinemas on the
customer.
 To understand the involvement of the employees in assisting the customers.
 To analyze the customer attitude towards various pricing strategies opted by Big cinemas.
 To know the attitude, enthusiasm regarding the service provided to customers. To study &
identify how the customers are benefitted.
 To understand the customer view about the ambience and food& beverages at Big cinemas.
 To understand the standard levels of Big cinemas over its Competitors and other local
Theaters.
Scope of the study
 The study will be related to customer comforts and marketing strategy adopted Big cinemas.
 The study will help in knowing the extent of customer satisfaction towards Big cinemas.
 The study will help to know the improvements that can be brought about in the organization.
 The study will help to analyze the effect of current marketing strategies used by the
organization.
 The study will aid in analyzing the customer attitude towards the various aspects like pricing,
booking tickets, social standards, ambience etc at Big cinemas.
36
Research Methodology
Research Methodology is a systematical way to solve the research problem. In this, we study
various steps that are generally adopted by a researcher in studying his research problem along
with the logic behind them. A preliminary exploratory study was administered through the
personal interview and mail survey with customers from the city of Mangalore to understand the
parameter that could taken up for the structured questionnaire. The research design used was
Descriptive in nature. This was done once the parameter was determined and the problem had
been narrowed down. The sampling frame consists of the customer of Bharat Big cinemas,
Mangalore. The sampling units consist of students, youths, working class and also the Family
which had visited Big cinemas. The sample size was 200 respondents but only 174 usable
respondents could be analyzed. The sampling method used is non-probability, convenience
sampling method.
Primary Data: The primary data was collected with the help of Questionnaire, personal
interview and through Mail survey with the respondent. The questionnaire was structured with
suitable scaling. The most of the questions were close ended and target customers were mostly
youth. To analyze statistical tools used are graph and diagrams and excel sheet to analyze the
primary data.
Secondary Data: The data was collected from the secondary sources like journals, web articles,
and reports.
Limitations of the Study
 In spite of the success of project work certain hindrances were encountered in the course of
the study.
 The data gathered is just the representative of the universe and the mean may vary when
compared to universe.
 The period of study was limited for only 10 weeks. The information provided by the
respondents may be biased. & Difficulty in covering all the areas and locations, also posed as
a constraint.
 The period of study is very short and the change in the Marketing strategy with new tactics
offers cannot be included in the study.
37
1. B. ANALYSIS AND INTERPRETATION
Table 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie
Particulars Respondents Percentage

Every week. 26 15
Once in a month. 53 31
Once in 3 months. 28 16
Once in a year. 11 6
According to your preference of movies. 56 32
Total 174 100
Figure 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie
Every week.
15%
According to
your preference
of movies.
32%
Once in a month.
31%
Once in a year.
6%
Once in 3
months.
16%
Interpretation:
The above table and graph depict the frequency of customer visit to Big cinemas Mangalore. Out
of 174 respondents about 15% of the respondent visit every week and about 31% of the
respondent visit once in a month and 16% visit once in 3 month and 6% of the respondent visit
once in a year and 32% of the respondent visit according to their preference of movies.
38
Table 3.2: Showing frequency of Booking tickets at Bharat Big cinemas
Particulars Frequency Percentage

Box office (ticket counter). 121 57
Tele booking 32 15
Internet booking 49 23
Others 11 5
Total 213 100
Figure 3.2:Showing frequency of booking tickets at Bharat Big cinemas
Others
5%
Internet booking
23%
Box office (ticket

counter).
57%
Tele booking
15%
Interpretation:
The above table and graph portray the means through which the customers book their tickets at
Big cinemas Mangalore. Out of the entire respondent 57% book their tickets through Box office
and about 15% of respondent book their tickets through Tele booking and about 23% of
respondent book their tickets through internet booking and about 5% of respondent use other
means of booking the tickets.
39
Table 3.3: Showing opinion about the Location/availability of Ticket counters
Particulars Respondent Percentage

Excellent 32 19
Very good 58 33
Good 66 38
Average 16 9
Poor 2 1
Total 174 100
Figure 3.3: Showing opinion about the Location/availability of Ticket counters
Average Poor
9% 1%
Excellent
19%
Good
38% Very good
33%
Interpretation:
The above table and graph represent the view of customers about the location tickets counters at
Big cinemas Mangalore. Out of the entire 174 respondent 19 % of respondent rate Excellent and
about 33% of the respondent rate it as very good and about 38% of respondent rate as good and
about 9% rate it as average and about 1% rate it as poor.
40
Table3.4: Showing Information provided by the staff of Bharat Big cinemas about the
price, timings & seating at the ticket counter

Excellent 27 15
Very good 49 28
Good 66 38
Average 29 17
Poor 3 2
Total 174 100
Figure 3.4: Showing Information provided by the staff of Bharat Big cinemas about the
price, timings & seating at the ticket counter
Average Poor Excellent

17% 2% 15%
Good Very good

38% 28%
Interpretation:
The above table and graph symbolize the Information provided by the staff of Big cinemas about
the price, timings & seating at the ticket counter
counter.. Out of the 174 respondent 15 % of respondent
rate Excellent and about 28% of the respondent rate it as very good and about 38% of respondent
rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor.
41
Table 3.5: Showing the Prices of tickets at Bharat Big cinemas

Economical 16 9
Affordable 63 36
Reasonable 63 36
Expensive 27 16
Very Expensive 5 3
Total 174 100
Figure 3.5: Showing the Prices of tickets at Bharat Big cinemas
36%. 36%
16%
Percentage
9%
3%
Economical Affordable Reasonable Expensive Very Expensive

Particulars
Interpretation:
The above table and graph symbolize the customer attitude towards the price of tickets at Big
cinemas Mangalore. Out of the 174 respondent 9% of respondent rate it as Economical and about
36% of the respondent rate it as affordable and about 36% of respondent rate it as Reasonable
and about 16% rate it as Expensive and about 3% of the respondent rate it as very expensive.
42
Table 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas.

Economical 17 10
Affordable 42 24
Reasonable 36 21
Expensive 54 31
Very Expensive 25 14
Total 174 100
Figure 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas.
31%
24%
21%
14%
10%
Percentage
Economical Affordable Reasonable Expensive Very Expensive
Particulars
Interpretation:
The above table and graph represent the customer feel about the weekend/peak time pricing of
tickets at Big cinemas Mangalore. Out of the 174 respondent 10 % of respondent rate it as
Economical and about 24% of the respondent rate it as affordable and about 21% of respondent
rate it as Reasonable and about 31% rate it as Expensive and about 14% of the respondent rate it
as very expensive.
43
Table 3.7: Representing the online booking in Bharat Big cinemas
Particulars Respondents percentage

Not convenient 21 12
Time consuming 36 21
Moderate / Neutral 68 39
Easy 40 23
Very easy 9 5
Total 174 100
Figure 3.7: Showing the online booking in Bharat Big cinemas
Very easy
Not convenient
5%
12%
Easy
23%
Time
consuming
21%
Moderate /
Neutral
39%
Interpretation:
The above table and graph denotes the customer view about the online booking of tickets at Big
cinemas Mangalore. Out of the 174 respondent 12 % of respondent feel it as not convenient and
about 21% of the respondent feel it as time consuming and about 39% of respondent rate it as
moderate and about 23% rate it as easy and about 5% of the respondent rate it as very easy.
44
Table 3.8:Representing Tele booking as more convenient than the oother
ther ways of booking
tickets at Bharat Big cinemas
Particulars Yes No Total

Respondent 95 79 174
Percentage 55 45 100
Figure 3.8: Representing Tele booking as more convenient than the other ways of booking
tickets at Bharat Big cinemas
55% 45%
Percentage
Yes No
Particulars
Interpretation:
The above table and graph depict the customer view about the tele booking of tickets at Big
cinemas Mangalore. Out of 174 respondents about 55% of customers feel that tele booking is
more convenient than the other ways of booking tickets aand
nd about 45% of respondent does not
agree with it.
45
Table 3.9: Showing Advance booking has given you the following benefits

Cost 41 8
Time 93 19
Ease/convenience 78 16
Guaranteed tickets 104 21
Sitting together with family/friends 93 19
Early birds 30 7
Can book any number of tickets 47 10
Total 486 100
Figure 3.9: Showing Advance booking has given you the following benefits
Can book any cost

number of tickets 9%
10%
Early birds
6% Time
19%
Sitting together
with
family/friends
19% Ease/convenience
16%
Guaranteed
tickets
21%
Interpretation:
The above table and graph denotes the benefits that the customers think he gains through
advance booking of tickets at Big cinemas Mangalore. . Out of the 174 respondent 8 % of
respondent feels cost as an advantage and about19% of the respondent feels Time as an
advantage and about 21% of respondent feels Ease/Convenience as an advantage and about 19%
feels the benefits as sitting together with family/friends and about 7% of the respondent feels
early birds or 1st viewer opportunity as the advantage and about 10% of the respondent feels that
they can book any number of tickets through advance booking.
46
Table 3.10: Showing Free parking Fee gives an added advantage for Bharat Big cinemas

Frequency 119 55 174
Figure 3.10: Showing Free parking Fee gives an added advantage for Bharat Big cinemas
68%
32%
percentage
Yes No
Particulars
Interpretation:
The above table and graph depict the customer view about the Free parking facility at Big
cinemas Mangalore. Out of 174 respondents about 68% of customers feel that free parking is an
advantage and about 32% of respondent does not agree with it.
47
Table 3.11: Showing the ambience rating of Bharat Big cinemas
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Safety and 9 6 3 9 18 14 28 33 40 14 5 3 2 5 10 8 16 19 23 8
safety checks
A/C 4 20 3 3 8 10 30 34 46 16 2 11 1 1 5 6 17 20 26 9
Hygiene 4 6 6 3 16 12 29 38 50 10 2 3 3 2 9 7 17 22 29 6
Snacks 5 10 7 7 14 15 32 31 42 11 3 6 4 4 8 9 18 18 24 6
Beverages 3 12 7 8 21 17 31 23 42 10 2 7 4 5 12 10 18 13 24 6
Odor/Smell 4 6 5 5 15 20 19 35 50 15 2 3 3 3 9 11 11 20 29 9
Waiting 15 43 11 13 16 15 25 27 4 6 9 25 6 7 9 9 14 16 2 3
longue
Figure3.11: Showing the ambience rating of Bharat Big cinemas
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9 Rank 10
3%
8% 6% 6% 6% 9% 2%
9%
24% 16%
23% 29% 24%
26% 29%
14%
19% 18% 13%

9%
20%
22%
18% 20% 9%
18%
16% 7%
17%
17% 10% 11% 6%
8% 9%
6% 12% 11% 25%
10% 5% 7% 8%
2% 9% 5% 9%
5% 2% 4%
2% 4% 4% 3%
2% 3%
3% 11% 3% 6% 7% 3%
3% 9%
5% 2% 2% 3% 2% 2%
Safety & safety A/C Hygiene Snacks Beverages Odor/ smell Waiting lounge
checks
48
Interpretation:
The above table and graph denotes the customer view about the exterior safety measures at Big
cinemas Mangalore. Out of the 174 respondent 5 % of respondent ranked it as 1out of 10 which
means least safety and about 3% of the respondent ranked it as 2 out of 10 and about 2% of
respondent ranked it as 3 out of 10 and about 5% of the respondent ranked it as 4 out of 10 and
about 10% of the respondent ranked it as 5 out of 10 and about 8% of the respondent ranked it as
6 out of 10 and about 16% of the respondent ranked it as 7 out of 10 and about 19% of the
about 8% of the respondent ranked it as 10 out of 10.
The above table and graph denotes the customer view about the Air cooling at Big cinemas
Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means
safety and about 11% of the respondent ranked it as 2 out of 10 and about 2% of respondent
ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 5% of
the respondent ranked it as 5 out of 10 and about 6% of the respondent ranked it as 6 out of 10
and about 17% of the respondent ranked it as 7 out of 10 and about 20% of the respondent
the respondent ranked it as 10 out of 10.
The above table and graph denotes the customer view about the Hygiene at Big cinemas
least and about 3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked
it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 9% of the
about 17% of the respondent ranked it as 7 out of 10 and about 22% of the respondent ranked it
as 8 out of 10 and about 29% of the respondent ranked it as 9 out of 10 and about 6% of the
respondent ranked it as 10 out of 10.
The above table and graph denotes the customer view about the Snacks at Big cinemas
least and about 16% of the respondent ranked it as 2 out of 10 and about 4% of respondent
49
The above table and graph denotes the customer view about the Beverages at Big cinemas
The above table and graph denotes the customer view about the odor at Big cinemas Mangalore.
Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about
3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10
and about 3% of the respondent ranked it as 4 out of 10 and about 9% of the respondent ranked it
about 29% of the respondent ranked it as 9 out of 10 and about 9% of the respondent ranked it as
10 out of 10.
The above table and graph denotes the customer view about the Waiting lounge at Big cinemas
least and about 25% of the respondent ranked it as 2 out of 10 and about 6% of respondent
50
Table 3.12: Showing
howing Safety at Bharat Big cinemas

Secure 44 25
Safe 85 49
Average 32 18
Unsafe 8 5
Risky 5 3
Total 174 100
Figure3.12: Showing Safety at Bharat Big cinemas
49%
26%
18%
percentage
5%
3%
Secure Safe Average Unsafe Risky

particulars
Interpretation:
The above table and graph denotes the customer view about the safety measures at Big cinemas
Mangalore.. Out of the 174 respondent 25 % of respondent feel it as secure and about 49% of the
respondent feel it as safe and about 18% of respondent feel it as moderate/average and about 5%
feel it as unsafe and about 3% of the respondent feel it as risky.
51
Table 3.13: Showing Seating comforts & Seat layout Bharat Big cinemas

Excellent 26 15
Very good 60 34
Good 60 34
Average 22 13
Poor 6 4
Total 174 100
Figure 3.13: Showing Seating comforts & Seat layout Bharat Big cinemas
34% 34%
15%
13%
percentage
4%
Excellent Very good Good Average Poor

particulars
Interpretation:
The above table and graph represent the view of customers about the Seating comforts & Seat
layout at Big cinemas Mangalore. Out of the entire 174 respondent 15 % of respondent rate
Excellent and about 34% of the respondent rate it as very good and about 34% of respondent rate
as good and about 13% rate it as average and about 4% rate it as poor.
52
Table 3.14: Showing Interior Odor & Air conditioning

Excellent 22 12
Very good 54 31
Good 76 44
Average 19 11
Poor 3 2
Total 174 100
Figure 3.14: Showing Interior Odor & Air conditioning
44%
31%
percentage
12%
11%
2%
Excellent
Very good
Good
Average
Poor
particulars
Interpretation:
The above table and graph represent the view of customers about the interior Odor & Air
conditioning at Big cinemas Mangalore. Out of the 174 respondent 12 % of respondent rate
Excellent and about 31% of the respondent rate it as very good and about 44% of respondent rate
53
Table 3.15: Showing Quality and hygiene of food & beverages at Bharat Big cinemas

Excellent 27 16
Very good 45 26
Good 66 38
Average 25 14
Poor 11 6
Total 174 100
Figure 3.15: Showing Quality and hygiene of food & beverages at Bharat Big cinemas
Poor Excellent
6% 16%
Average
14%
Very good
26%
Good
38%
Interpretation:
The above table and graph symbolize the view of customers about the quality and hygiene of
food & beverages at Big cinemas Mangalore. Out of the 174 respondent 16 % of respondent rate
Excellent and about 26% of the respondent ra
rate
te it as very good and about 38% of respondent rate
54
Table 3.16: Showing Variety of food items & beverages available in the Cafe

Numerous variety 13 8
Several variety 59 34
Fewer variety 51 29
Limited variety 42 24
No variety 9 5
Total 174 100
Figure 3.16: Showing Variety of food items & beverages available in the Cafe
No variety 5%
Limited variety 24%
Fewer variety 29%

particulars
Several variety 34%
Numerous variety 8%
percentage
Interpretation:
The above table and graph signify the view of customers about the variety of food items &
beverages available in the Cafe at Big cinemas Mangalore. Out of the 174 respondent 8 % of
respondent feels it has numerous varieties and about 34% of the respondent feels it has several
variety and about 29% of respondent feels it has fewer variety and about 24% feels it has limited
variety and about 5% of respondents feels it has No variety.
55
Table 3.17: Showing Prices of food & combos provided

Economical 13 8
Affordable 36 21
Reasonable 53 31
Expensive 48 29
Total 174 100
Figure 3.17:Showing
Showing Prices of food & combos provided
31%
29%
21%
percentage
8%
11%
Economical
Affordable
Reasonable
Expensive
Very
Expensive
particulars
Interpretation:
The above table and graph represent the customer feel about the prices of food & combos
provided at Big cinemas Mangalore
Mangalore.. Out of the 174 respondent 8 % of respondent rate it as
Economical and about 21% of the respondent rate it as affordable and about 31% of respondent
rate it as Reasonable and about 29% rate it as Expensive and about 10% of the respondent rate it
as very expensive
56
Table 3.18: Showing Quantity and taste of food served

Excellent 18 10
Very good 32 18
Good 78 45
Average 38 22
Poor 8 5
Total 174 100
Figure 3.18: Showing Quantity and taste of food served
Poor 5%
22%
Average
particulars
45%
Good
Very good 18%
Excellent 10%
percentage
Interpretation:
The above table and graph symbolize the view of customers about the quantity and taste of food
served at Big cinemas Mangalore. Out of the 174 respondent 10 % of respondent rate Excellent
and about
out 18% of the respondent rate it as very good and about 45% of respondent rate as good
and about 22% rate it as average and about 5% rate it as poor.
57
Table 3.19: Showing Hygiene and cleanliness maintained in wash room

Excellent 53 31
Very good 43 25
Good 27 15
Average 30 17
Poor 21 12
Total 174 100
Figure3.19: Showing Hygiene and cleanliness maintained in wash room
Poor 12%
Average 17%
Good 15%
particulars
Very good 25%
Excellent
31%
percentage
Interpretation:
The above table and graph signify the view of customers about the hygiene and cleanliness
maintained in wash room at Big cinemas Mangalore. Out of the 174 respondent 31 % of
respondent rate Excellent and about 25% of the respondent rate it as very good and about 15% of
respondent rate as good and about 17% rate it aass average and about 12 % rate it as poor.
58
Table 3.20: Showing Advertisement medium to know the movies being played of that week

Newspaper 122 36
Internet 79 23
Family/friends 53 16
Mall display boards 51 15
Movie advertisement 34 10
Total 339 100
Figure 3.20: Showing Advertisement medium to know the movies being played of that week
Movie advertisement 10%
Mall display boards 15%
Family/friends 16%
particulars
Internet 23%
Newspaper 36%
percentage
Interpretation:
The above table and graph denotes the mode in which customers comes to know about the
movies played at Big cinemas Mangalore.. Out of the 174 respondent 36 % of respondent through
Newspaper Advertisement comes to know about the movies being played of that week and about
23% of the respondent through Internet Advertisement comes to know about the movies being
played
yed of that week and about 16% of respondent through Family/Friends comes to know about
the movies being played of that week and about 15% respondent through mall display board
Advertisement comes to know about the movies being played of that week and about
abou 10% of the
respondent through Movie Advertisement comes to know about the movies being played of that
week.
59
Table 3.21: Showing whether customers go to other theaters to watch the movies If you
don’t get tickets at Bharat Big cinemas

Frequency 154 20 174
Figure 3.21: Showing whether customers go to other theaters to Watch the movies If you
don’t get tickets at Bharat Big cinemas
11%
No
particulars
89%
Yes
percentage
Interpretation:
The above table and graph depict the customer opinion about visiting to other Theaters if the
tickets are not available at Big cinemas Mangalore. Out of 174 respondents about 89% of
customers visit other theaters and about 11% of respondent do not visit other theaters.
60
Table 3.22: Representing the customer preference to opt for other movies if they don’t get
the tickets for the movies of their choice

Figure 3.22: Representing the customer preference to opt for other movies if they don’t get
the tickets for the movies of their choice
No
39%
Yes
61%
Interpretation:
The above table and graph depict the customer opinion about watching other movies if they do
not get tickets for the movies of their choice at Big cinemas Mangalore. Out of 174 respondents
about 61% of customers watch other movies and about 39% of respondent do not watch any
other movie for that visit
61
Table 2.23: Showing the screen size of Bharat Big cinemas compared to the Local theaters

Excellent 29 17
Very good 65 37
Good 60 34
Average 17 10
Poor 3 2
Total 174 100
Figure 2.23:Showing the screen size of Bharat Big cinemas compared to the Local theaters
Poor
2%
Average
10% Excellent
17%
Good
34%
Very good
37%
Interpretation:
The above table and graph signify the view of customers about the screen size atBig cinemas
Mangalore. Out of the 174 respondent 17 % of respondent rate Excellent and about 37% of the
respondent rate it as very good and about 34% of respondent rate as good and about 10% rate it
as average and about 2 % rate it as poor.
62
Table 2.24: Represents Sound & Picture quality
RATINGS: 1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Picture Clarity 6 7 4 4 10 17 23 52 32 20 3 4 2 2 6 10 13 30 18 11
Sound Clarity 5 7 5 4 10 16 23 44 45 15 3 4 3 2 6 9 13 25 26 9
Screen size 6 7 5 4 12 11 19 49 47 14 3 4 3 2 7 6 11 28 27 8
Brightness 4 7 5 3 12 16 22 44 44 17 2 4 3 2 7 9 13 25 25 10
Sharpness 3 7 6 4 7 18 22 49 40 18 2 4 3 2 4 10 13 28 23 10
Figure 2.24:Represents Sound & Picture quality
8%
9% 10% 10%
11% Rank 1
Rank 2
18%
26% 27% 23%
25%
Rank 3
Rank 4
30%
25%
Rank 5
25% 28%
28%
Rank 6
13%
Rank 7
13% 13%
13%
11%
Rank 8
9% 6% 9% 10%
10%
7%
Rank 9
6% 6% 7% 4%
2% 2% 2% 2% 2%
2% 3% 3% 3% Rank 10
3%
4% 4% 4%
4% 4%
3% 3% 3% 2% 2%
Picture clarity Sound clarity Screen size Brightness Sharpness of picture
63
Interpretation:
The above table and graph denotes the customer view about the Picture Quality at Big cinemas
The above table and graph denotes the customer view about the sound clarity at Big cinemas
The above table and graph denotes the customer view about the Screen size at Big cinemas
The above table and graph denotes the customer view about the Brightness at Big cinemas
64
The above table and graph denotes the customer view about the Sharpness at Big cinemas
65
Table 2.25:Showing about the 3D movies played

Excellent effects 6 4
Very good effect 42 24
Good effects 61 35
Average effects 36 21
Poor effects 29 16
Total 174 100
Figure 2.25: Showingg about the 3D movies played
35%
24%
21%
4%
16%
percentage
Excellent
effects Very good
effect Good effects
Average effects
Poor effects
particulars
Interpretation:
The above table and graph signify the view of customers about the 3D movies played atBig
cinemas Mangalore. Out of the 174 respondent 4 % of respondent rate as Excellent effect and
about 24% of the respondent rate it as very good effects and about 35% of respondent rate as
good effects and about 21% rate it as average effects and about 16 % rate it aass poor effects.
66
Table 3.26: Showing about the amount Rs 30 for the 3D glasses being collected from the
customers

Economical 11 6
Affordable 25 14
Reasonable 41 24
Expensive 66 38
Total 174 100
Figure 3.26: Showing about the amount Rs 30 for the 3D glasses being collected from the
customers
38%
24%
18%
14%
6%
percentage
Economical Affordable Reasonable Expensive Very

Expensive
particulars
Interpretation:
The above table and graph represent the customer feel about the amount Rs 30 for the 3D glasses
being collected from the customers at Big cinemas Mangalore.. Out of the 174 respondent 6 % of
respondent rate it as Economical and about 14% of the respondent rate it as affordable and about
24% off respondent rate it as Reasonable and about 38% rate it as Expensive and about 18% of
the respondent rate it as very expensive.
67
Table 3.27: Showing standard behavior existing in Bharat Big cinemas compared to other
theaters

Figure 3.27: Showing standard behavior existing in Bharat Big cinemas compared to other
theaters
No
24% Yes
76%
Interpretation:
The above table and graph depict the customer opinion about a certain standard behavior exists
in Bharat Big cinemas compared to other theaters. Out of 174 respondents about 76% of
customers agree and about 24% of respondent do not agree.
68
Table 3.28: Representing about Big cinemas driving
ing in more family in Mangalore

Figure 3.28: Representing about Big cinemas driving in more family in Mangalore
86%
percentage
14%
Yes No
particulars
Interpretation: The above table and graph depict whether the customer feel because of the
social standards, Bharat Big cinemas has driven more families
es to watch movies in Mangalore.
Mangalore
Out of 174 respondents about 86% of customers agree and about14% of respondent do not agree.
69
Table 3.29: Showing the language oof movie watched

English 118 33
Hindi 118 33
Kannada 49 14
Tamil 18 5
Malayalam 15 4
Telugu 20 6
Tulu 17 5
Total 355 100
Figure 3.29:Showing the language of movie watched
Telugu Tulu
Malayalam 5% English
6%
4% 33%
Tamil
5%
Kannada
14%
Hindi
33%
Interpretation:
The above table and graph denotes the customer preference for various languages of movies at
Big cinemas Mangalore. . Out of the 174 respondent 33% of respondent prefer English movies
and about 33% of the respondent prefer watching H
Hindi movies and about 14%
1 of respondent
prefer Kannada
ada movies and about 5% prefer T
Tamil
amil movies and about 4% of the respondent
prefer Malayalam movies and abo
about 6% of the respondent prefer Telugu
elugu movies and about 5% of
respondent prefer watching Tulu
ulu movies.
70
Table 3.30: Representss the Source of Motivation to watch movies

Family 33 17
Friends 105 54
Girl friend/ Boy Friend 24 13
Yourself 31 16
Total 193 100
Figure 3.30: Represents the Source of Motivation to watch movies
54%
17%
13% 16%
Family Friends Girl friend/ Boy Yourself

Friend
Interpretation:
The above table and graph represent the customer feel about the source of motivation for them to
visit Big cinemas Mangalore.. Out of the 174 respondent 7 % of respondent feels it is because of
family and about 54% of the respondent feels it is because of friends and about 13% of
respondent feels it is because of girl friend/boy friend and about 16% of respondent feels it is
because of themselves.
71
Table 3.31: Showing the amount of money spent

Less than Rs 200 35 20
Rs 200-Rs500 91 52
Rs500-RS1000 35 20
More than Rs1000 13 8
Total 174 100
Figure 3.31Showing amount of money spent
More than Rs1000 8%
20%
Rs500-RS1000
particulars
52%
Rs 200-Rs500
20%
Less than Rs 200
percentage
Interpretation:
The above table and graph signify the view of customers about their spending pattern when they
visitBig cinemas Mangalore. Out of the 174 respondent 20 % of respondent state that they spend
less than Rs200 and about 52% of the respondent state that they spend around Rs200 to Rs500
and about 20% of respondent state that they spend around Rs500 to Rs1000 and about 8% state
that they spend more than Rs1000.
72
Table 3.32: Represents the people watching more than one movie per visit

Figure 3.32: Represents the people watching more than one movie per visit
YES
31%
NO
69%
Interpretation:
The above table and graph depict whether the customer watch more than one movie per visit to
Bharat Big cinemas.. Out of 174 respondents about 31% of customers agree and about69% of
respondent do not agree.
73
Table 3.33: Showing Genre of movies
Particulars frequency percentage

Romantic 98 20
Action 100 21
Animation 49 10
Comedy 79 17
Drama 41 9
Horror 45 10
Adventure 61 13
Total 473 100
Figure 3.33: Showing

ing Genre of movies
Chart Title
25.00
20.00
Romantic
15.00 Action
10.00 Animation
percentage
5.00 Comedy
Drama
0.00
Horror
Adventure
particulars
Interpretation:
The above table and graph denotes the genre of movies customer watch at Big cinemas
Mangalore. Out of the 174 respondent 20% of respondent prefer romantic movies and about 21%
of the respondent prefer watching action movies and about 10% of respondent prefer animation
movies and about 17% watch movies of comedy categories and about 9% of the respondent
prefer movies of Drama category and about 10% of the respondent prefer Horror movies and
about 13% of respondentt prefer watching adventure movies.
74
Table 3.34: Showing Other Shops visited at Bharat Mall

Big bazaar 87 21
Coffee day 65 16
Pantaloons 43 10
Pizza hut 51 13
Food court 85 21
others 75 19
Total 406 100
Figure 3.34: Showing Other Shops visited at Bharat Mall
Big bazaar others

21% 18%
Coffee day
Food court 16%
21%
Pizza hut
Pantaloons 13%
11%
Interpretation:
The above table and graph denotes the customers visit to other shops when they come to visit
Big cinemas Mangalore.Out
Out of the 174 respondent 21% of respondent visit Big bazaar and about
16% of the respondent visit coffee day and about 10% of respondent visit pantaloons and about
13% visit Pizza Hut and about 21% of the respondent visit food court and about 19% of the
respondent visit other shops.
75
4. FINDINGS
On the basis of intensive research, following findings are given below:

1. 15% of the respondent visit Bharat Big cinemas every week and about 31% of the respondent
visit once in a month and 16% visit once in 3 month and 6% of the respondent visit once in a
year and 32% of the respondent visit according to their preference of movies.
2. 57% book their tickets at Bharat Big cinemas through Box office and about 15% of
respondent book their tickets through Tele booking and about 23% of respondent book their
tickets through internet booking and about 5% of respondent use other means of booking the
tickets.
3. 19 % of respondent rate the Ticket counter location as Excellent and about 33% of the
respondent rate it as very good and about 38% of respondent rate as good and about 9% rate
it as average and about 1% rate it as poor.
4. 15 % of respondent rate the information provided by the staff as Excellent and about 28% of
the respondent rate it as very good and about 38% of respondent rate as good and about 17%
rate it as average and about 2% of the respondent rate it as poor.
5. 9% of respondent feels the price of the tickets as Economical and about 36% of the
respondent rate it as affordable and about 36% of respondent rate it as Reasonable and about
16% rate it as Expensive and about 3% of the respondents rate it as very expensive.
6. 10 % of respondent feels the weekend/peak time pricing as Economical and about 24% of the
respondent feels it as affordable and about 21% of respondent feels it as Reasonable and
about 31%feels it as Expensive and about 14% of the respondent rate it as very expensive.
7. 12 % of respondent feel online booking is not convenient and about 21% of the respondent
feel it as time consuming and about 39% of respondent rate it as moderate and about 23%
rate it as easy and about 5% of the respondent rate it as very easy.
8. 55% of customers feel that Tele booking is more convenient than the other ways of booking
tickets and about 45% of respondent does not agree with it.
9. 68% of customers feel that free parking is an advantage and about 32% of respondent does
not feel it’s an advantage.
76
10. 25 % of respondent feel Big cinemas as secure and about 9%of the respondent feel it as safe
and about 8% of respondent feel it as moderate/average and about 5% feel it as unsafe and
about 3% of the respondent feel it as risky.
11. 15 % of respondent rate the seating comforts as Excellent and about 34% of the respondent
rate it as very good and about 34% of respondent rate as good and about 13% rate it as
average and about 4% rate it as poor.
12. respondent 16 % of respondent rate Hygiene of food and beverages as Excellent and about
26% of the respondent rate it as very good and about 38% of respondent rate as good and
about 14% rate it as average and about 6% rate it as poor.
13. 8 % of respondent feels the Cafe has numerous varieties of foods and beverages and about
34% of the respondent feels it has several variety and about 29% of respondent feels it has
fewer variety and about 24% feels it has limited variety and about 5% of respondents feels it
has No variety.
14. 8 % of respondent rate the prices of food and beverages as Economical and about 21% of the
respondent rate it as affordable and about 31% of respondent rate it as Reasonable and about
29% rate it as Expensive and about 10% of the respondent rate it as very expensive.
15. 10 % of respondent rate the quality of food as Excellent and about 18% of the respondent
rate it as very good and about 45% of respondent rate as good and about 22% rate it as
average and about 5% rate it as poor.
16. 31 % of respondent rate the cleanliness maintained in wash room as Excellent and about 25%
of the respondent rate it as very good and about 15% of respondent rate as good and about
17% rate it as average and about 12 % rate it as poor.
17. 36 % of respondent are made aware about the movies through Newspaper Advertisement
comes to know about the movies being played of that week and about 23% of the respondent
through Internet Advertisement comes to know about the movies being played of that week
and about 16% of respondent through Family/Friends comes to know about the movies being
played of that week and about 15% respondent through mall display board Advertisement
comes to know about the movies being played of that week and about 10% of the respondent
through Movie Advertisement comes to know about the movies being played of that week.
18. 89% of customers may visit other theaters if they don’t get tickets at Bharat Big cinemas and
about 11% of respondent would not visit other Theaters.
77
19. 61% of customers watch other movies if they do not get tickets for the movies of their choice
and about 39% of respondent do not watch any other movie for that visit.
20. 4 % of respondent rate the 3D movies quality as Excellent effect and about 24% of the
respondent rate it as very good effects and about 35% of respondent rate as good effects and
about 21% rate it as average effects and about 16 % rate it as poor effects.
21. 6 % of respondent feels the Rs 30 collected for 3D glasses as Economical and about 14% of
the respondent feel it as affordable and about 24% of respondent feel it as Reasonable and
about 38% feel it as Expensive and about 18% of the respondent feel it as very expensive.
22. 76% of customers agree about a certain standard behavior exists in Bharat Big cinemas
compared to other theaters and about 24% of respondent do not agree.
23. 86% of customers agree because of the social standards, Bharat Big cinemas have driven
more families to watch movies in Mangalore and about14% of respondent do not agree.
24. 33% of respondent prefer English movies and about 33% of the respondent prefer watching
Hindi movies and about 14% of respondent prefer Kannada movies and about 5% prefer
Tamil movies and about 4% of the respondent prefer Malayalam movies and about 6% of the
respondent prefer Telugu movies and about 5% of respondent prefer watching Tulu movies.
25. 7 % of respondent feels they are motivated because of family and about 54% of the
respondent feels it is because of friends and about 13% of respondent feels it is because of
girl friend/boy friend and about 16% of respondent feels it is because of themselves.
26. 20 % of respondent state that they spend less than Rs200 and about 52% of the respondent
state that they spend around Rs200 to Rs500 and about 20% of respondent state that they
spend around Rs500 to Rs1000 and about 8% state that they spend more than Rs1000.
27. 20% of respondent prefer romantic movies and about 21% of the respondent prefer watching
action movies and about 10% of respondent prefer animation movies and about 17% watch
movies of comedy categories and about 9% of the respondent prefer movies of Drama
category and about 10% of the respondent prefer Horror movies and about 13% of
respondent prefer watching adventure movies.
28. 21% of respondent visit Big bazaar when they come for Bharat Big cinemas and about 16%
of the respondent visit coffee day and about 10% of respondent visit pantaloons and about
13% visit Pizza Hut and about 21% of the respondent visit food court and about 19% of the
respondent visit other shops.
78
5. CONCLUSIONS AND SUGGESTIONS
SUGGESTIONS AND RECOMMENDATION
 Big cinemas should carry out customer research periodically and conduct operations
according to their customer’s perceptions and expectations.
 Regular customers can be contacted through email and messages.
 Loyalty or point cards can be provided to regular customers for discounts.
 Big cinemas should advertise to a greater extent about their services so to increase the
awareness level of its services.
 Waiting lounge can be improved with better facilities.
 Higher budget allocation is needed for the promotional activities.
 Orders of food & beverages can be taken from the customers seat itself.
 Pricing strategy can be used to compete with the local theaters.
 They can enjoy the first mover advantage if they open branches in growing cities like Udupi,
Manipal, Madikeri, Kasargodetc
 The amount for 3D glasses can be included in the ticket price itself so that people don’t feel
its an additional cost.
 Attractive Complimentary and combos can be used.
 Special screen for elite classes can be added.
I believe that the aforesaid recommendations would make Big cinemas more vibrant in the
market and sustain its market leadership.
79
CONCLUSION
Big cinemas entertainment industry is a market leader in production, distribution, processing of

cinemas by providing 3D IMAX and exclusive theatre service to the customers. Big cinemas
promotional activities is very effective and the respondents have rated Big cinemas promotional
activities on the basis of services offered by Big cinemas and fun innovation is very much
effective for all types of people including youths. Big cinemas has also drawn more Families into
the theaters which can be considered as one of the major success. Even though people were bit
concern about the price mostly it was rated as one of the best venue to sit and watch the movies.
80
1. E. BIBLIOGRAPHY
1. BOOKS
• "Services Marketing: People, Technology, Strategy" by Christopher Lovelock, JochenWirtz,

and JayantaChatterjee ,Pearson Education Publications 2007.
•"Services Marketing & Management" by T A Schwartz and D Iacobucci, Sage Publications,

2000.
• "Services Marketing" by Ronald T Rust, Anthony J Zahorik and Timothy L Keiningham,

Addison-Wesley Publications, 2000.
• 'Services Marketing" by Helen Woodruff, Macmillan India Ltd.,Publications, 2000
2. JOURNALS
• Journal of Services Marketing
• Journal of Marketing
• Journal of Marketing Management (ICFAI)
• Survey (Indian Institute of Social Welfare and Business Management
• South Asian Journal of Management
• A & M (Back Volumes)
• Journal of Advertising
• Services Marketing Quarterly (Best Business Books)
81
3. WEBSITES
www.adlabsindia.com
www.bigcinemas.com
www.altavista.com
4. NEWS PAPERS:
1) Times of India
2) Business standard
3) Economic Times
4) Business World
82
LITERATURE REVIEW
1. ADLABS TO SPIN DISTRIBUTION NETWORK

BY: MEENAKSHI VERMA ON TIMES NEWS NETWORK
ADAG-owned Adlabs Films is foraying into distribution of non-Indian movies with Spiderman-
3, in collaboration with Percept Picture Company. Adlabs, which plans to distribute about 15-18
movies every year, expects non-Indian movies to contribute 15% to the total distribution
revenues.Says Adlabs Distribution COO SunirKheterpal: “We expect the distribution business to
contribute over Rs 100 crore this year, with about Rs 15-18 crore expected to come from
distribution of non-Indian movies.” Adlabs will release over 250 prints — a major percentage of
the total 600 prints being distributed all over India — in territories like Mumbai, Gujarat, Delhi-
NCR,Uttar Pradesh and Punjab.Adlabs has established overseas distribution offices in US and
the UK in 2006, and domestic distribution offices in Delhi, UP, Punjab and Mumbai more
recently.
The company aims to distribute six-eight English movies every year, of the total 15-18 films it
would distribute in these territories.“For a blockbuster English movie like Spiderman-3, rights
are as expensive as that for any big budget Indian movie. But we also expect the number of
screens showcasing English movies to increase considerably,” MrKheterpal said. Adlabs would
be acquiring the DVD and satellite rights of the movies in bulk and would sell it to broadcasters
and DVD manufacturers as part of its distribution model.Having started its domestic distribution
business with Mani Ratnam's Guru in January 2007, Adlabs also released Black Friday
(February 2007) and the recent hit, Bheja Fry (April 2007). Adlabs' future re-leases include
Priyadarshan'sDhol, AnubhavSinha's CASH, Mudassar Aziz's Dulha Mil Gaya and
AnuragBasu's Suicide Bomber.
According to the latest Ficci-PricewaterhouseCoopers report, the Indian film entertainment
industry, which currently stands at Rs 8,500 crore, will touch Rs 17,500-crore by 2011. Also, the
home box office collection will increase to Rs 11,900 crore from Rs 6,400 crore and the home
video market will grow to Rs 2,500 crore by 2011.
83
2. ADLABS ENTERS HOLLYWOOD
BY: BUSINESS LINE NEWS PAPER (THE HINDU GROUP OF PUBLICATION)
FRIDAY, JUNE 16, 2006 Mumbai,
Adlabs Films Ltd is entering into mainstream Hollywood. The Anil Ambani Group company has
informed BSE that it has entered into a co-production, film financing deal with Hyde Park
Entertainment Group, a production, financing and international sales company promoted by Mr
Ashok Amritraj. Adlabs Films Ltd has earlier set up wholly owned subsidiaries in the UK and
the US for its overseas distribution of Indian films, film co-production andpost production
business.MrAmritraj had announced at Frames 2006 that his company, Hyde Park Entertainment
Group, was looking at tie-ups with Indian companies for producing films. Shares of Adlabs
moved up by Rs 14.75 to Rs 204.20 on BSE.
3. BOX OFFICE HITS BRING HIGH RETURNS FOR MULTIPLEXES

BY: VIJAY GURAV AND SHUCHI VYAS ON TIMES NEWS NETWORK
Multiplexes are not just about providing quality entertainment. They also offered considerable
money-making opportunities to investors on the Indian bourses thanks to a sharp rally in the
stocks of the country’s largest film exhibition firm.Investors have earned handsome returns on
their investments in shares of listed companies like PVR, Inox Leisure, Shringar Cinemas and
Adlabs Films. Most of these stocks, except Shringar Cinemas, are currently quoting at new
highs. Of these companies, PVR and Inox Leisure were listed only in recent months.PVR is
currently quoting at Rs 316, a 40% premium to the offer price of Rs 225 per share. Inox Leisure
gained significantly in less than two months of its listing. At Monday’s closing of Rs 215, the
share price has jumped 80% over the offer price of Rs 120 per share. Adlabs Films is currently
trading at Rs 405 against the offer price of Rs 120 per share, while Shringar Cinemas at Rs 73
against Rs 53. Analysts say the film exhibition business has a tremendous growth potential with
the country’s cinema-viewing people becoming more conscious about quality of entertainment.
A lot of opportunities exist in the entertainment segment, which is also reflected in the fact that
large corporates like the ADAG have entered the field with big investments. In ’05, ADAG
acquired a 50.2% stake in Adlabs Films. ADAG plans to expand its presence across the
84
entertainment value-chain.“The film exhibition segment is growing leaps and bounds due to the
high demand for quality family entertainment, as watching movies are one of the foremost
entertainment options in India. With the corporatization of film production, better movies
targeted at a specific audience are increasing in number, attracting more movie buffs,” said India
Info line in its report on theprospects of film exhibition companies. Factors like retail boom,
changing demographic profile, rising disposable income and entertainment tax exemptions will
drive the future growth of companies running multiplexes, it said. Though prospects look
promising, the quality of cinemas and their box office collection will play a major role in
performance of multiplexes.There are also concerns that the industry may face an overcapacity.
“With operators eyeing the same catchment areas, it could lead to fragmentation of the viewers
and may lead to low occupancy and price wars,” the report stated. “All the good news has been
factored in as of now for the multiplex industry, but future growth will be seen only if there is a
blockbuster film with an occupancy rate of 5.5 shows a day for a few months. Also, the
expansion plans will be on full steam in FY09 when capacity will triple,” says PhaniSekhar,
analyst, Angel Broking.
85

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Marketing Strategy and Customer comforts

with reference to Bharat Big cinemas

Doc: M.B.A( Marketing) -V.T.U final semester project.

Name: Swasthik Shetty

Qualification: B.E, MBA

College: St.Joseph Mangalore (Mysore Region)

2. A. BACKGROUND AND INCEPTION OF THE COMPANY

2. B. NATURE OF BUSINESS CARRIED

2E. AREA OF OPERATION

Mr. Anil Ambani, Chairman, Reliance Anil DhirubhaiAmbani Enterprises.

Table 2.f Showing ownership pattern of Big cinemas.

Bharath groups pvt ltd 51%

Mr. Anil Ambani, Chairman,

GOPALAN CINEMAS: Gopalan Enterprises was founded in 1984 by Mr. C.Gopalan, an

CINEPOLIS: When it comes to Cinepolis it is both National as well as Local competitor.

PRABHATH: PrabhathTheater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single

 Satellite Marketing Operation Booking

Screen 1 News paper Back office Ticket counter

Figure 2.J: Work Flow Model

A workflow consists of a sequence of concatenated or connected steps. Emphasis is on the flow

2. K. FUTURE GROWTH AND PROSPECTS

The McKinsey 7s framework is a management model developed by well known business

Figure 3.a: McKinsey 7s framework

MCKINSEY 7S FRAMEWORK WITH SPECIAL REFERENCE TO BHARATH BIG

Human Resource Human Resource Human Resource

Marketing department Marketing department Marketing department

Booking department Booking department Booking department

Customer Query /public Customer Query /public Customer Query /public

Maintenance and house

Figure 3.b: Organization structure

 Growth opportunities to expand leadership capabilities.

 True meritocracy and freedom to choose career paths.

 Opportunities to develop and enhance leadership and functional capabilities.

 An entrepreneurial environment where people can pursue their dreams.

 First mover advantage over competitors.

 Through a well-defined Rewards & Recognitions program that periodically identifies

o Responsive to evolving business needs and challenges in the organization.

o Dedicated to uphold the core values of the Group.

A financial statement or financial report is a formal record of the financial activities of a

Table 5.1: Current Ratio

Year Current Assets (Rs in crores) Current Liabilities(Rs in Current Ratio

2008 184.96 208.81 0.89

2009 293.61 152.94 1.92

2010 274.36 238.42 1.15

2011 364.92 260.17 1.40

2012 312.90 598.66 0.52

Table 5.2: Debt-Equity Ratio

Year Debt (Rs in crores) Equity(Rs in crores) Debt Equity Ratio

2008 925.59 689.61 1.34

2009 1296.10 524.2 2.47

2010 1892.44 374.78 5.05

2011 1982.41 42.78 46.34

2012 1824.40 -565.63 -3.23

Cash+ Marketable securities + Accounts Receivables

Where, Quick asset= Current asset – inventories

Table 5.3: Quick ratio

2008 177.35 208.81 0.85

2009 286.70 152.94 1.87