Experiential marketing involves giving customers a memorable shopping experience through strong engagement and interaction. It analyzes customer experiences and designs brand experiences through various touchpoints like retail space, advertising, and online presence. Multiplexes emerged as an experiential business model by combining movies, restaurants, shopping, and games under one roof. They created a revolution in the cinema experience by offering amenities like air conditioning and better audio/video quality. Multiplexes target movie buffs seeking an outing focused on films, family fun, and making movie watching a special ceremony. Their core values are being youthful, vibrant, friendly and fun. Primary competition comes from other cinema halls and home entertainment, while secondary competition includes hanging out in m

1. Experiential Marketing

2. Definition
Giving the consumer a new way of shopping
with customer interface, strong consumer
engagement, a wonderful ambience,
personal touch, feeling and experiencing the
product at the point of purchase and taking
back with you a memorable shopping
experience.

3. Framework for Experiential
Marketing
 Analyzing the experiential world of the customer
 Gaining insight in Social , Cultural and Business
context

4. Build Experiential Platform
 Positioning the kind of experience the brand
stands for ( What..)
 Value Proposition – Relevant experience to
deliver ( Why /..)
 Communicating the overall theme ( how )

5. Designing –Brand experience
 Implement the experiential platform
 Look and feel. Logos & Signage
 Packaging and retail space
 Advertising Collateral & Online

6. Structure the customer
interference
 Apply interactive techniques
 Face to face demos
 Inshore display
 Pleasant and hospitable interface (Like
Hotels)

7. Engage in continuous
innovation
 New product development
 Creative and different marketing
 Unique events for customers
 Fine tuning the experience at every point of
contact

8. Multiplex –Experiential Marketing

9. Multiplex- Emerging business
model
 Cinema viewing is a leisure
 1000 films a year
 Cinema halls not good
 Home video, Satellite , TV, Video liabaraies
 Bank financing
 PVR the first in multiplex limelight
 New format created revolution

10. Multiplex in its new avatar
 Movies +Restaurants +Shopping+ Games
+Photography = Multiplex
 Single screen to 4 screens
 More shows. More movie options.
 30% growth in 5 years
 Rs.2000 crs on movie tickets

11. Growth drivers
 Large young working population ,24- 35
years
 Nuclear family in urban areas
 Increase in youngster earnings

12. Changing consumer habits
 Shopping view differently
 Shopping not routine or monthly basis
 Shopping + Recreation
 All under one roof

13. Technology Improvement
 Quality beaming
 Great sound
 Natural colors
 Clarity
 Dome experience

14. Environment
 Air-conditioned halls
 Pushback seats
 Extraordinary Ambience
 Tantalizing audio system

15. Dark Spots
 Expensive tickets
 Food and Beverages costly

16. Bright Spots
 E- Ticketing
 Tele-booking
 Choice of movies
 Entertainment + Shopping
 Tax holidays
 90% occupancy levels – weekends
 Latest world class movies

17. Future
 Gap of 40000 screens
 Multiplex Industry Rs.8800 crs in 2 years
 Growth rate 44%
 E-ticketing untapped
 Quality of film improve

18. Multiplex offerings

19. FUNDAMENTAL OFFERING
Films. Family. Fun.

20. Goal
To Make Movie Watching A
Ceremony

21. Who is the target audience
These people are movie buffs –One who eats
movies, drinks movies, sleep movies. He goes out
to watch movies Movie watching is the intrinsic
objective of this outing
A movie buff will be a movie buff irrespective of
which city or state he hails from .

22. CORE VALUES
Youthful
Vibrant
Friendly
Fun
Hot & Happening

23. COMPETITION
Primary:
Other multiplexes/Cinema halls
DVD/LD/VCDs/TV Movie Channels
Secondary:
Hanging out in malls