marketing strategies followed by multiplex

7/24/2019 Marketing Strategies Followed by Multiplex

1/77

MARKETING

STRATEGIESFOLLOWED BY

MULTIPLEX

IN MUMBAI


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A PROJECT REPORT ON

MARKETING STRATEGIES FOLLOWED

BY MULTIPLEX

IN MUMBAI

SUBMITTED BY

YOJANA Y. PATIL

T.Y.B.M.S. [Semester V]

KONARK IDEAL COLLEGE OF SCIENCE & COMMERCE

KALYAN E!" MUMBAI# $% '(

SUBMITTEDTO

UNIVERSITY OF MUMBAI

ACADEMIC YEAR

%(')%(*


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DECLARATION

I" Ms. YOJANA PATIL st+,e-t/ KONARK IDEAL COLLEGE OF SCIENCE &

COMMERCE / TYBMS [Semester V] 0ere12 ,e345re t05t I 056e 3m74ete, m2

7r8e3t" t9t4e, MARKETING STRATEGIES FOLLOWED BY MULTIPLEX IN

MUMBAI 9- t0e A35,em93 Ye5r %(')%(*. T0e 9-/rm5t9- s+1m9tte, 0ere9- 9s tr+e

5-, r9:9-54 t t0e 1est / m2 ;-


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ACKNOWLEDGEMENT

F9rst / 544 I


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(. E)"*+%," S+$$-r'

As m69es & M+4t974e=


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M5r;et9-: me,95 /r 3mm+-935t9- e=7459-s t0e ,9//ere-t

Me,95s +se, 12 t0e m+4t974e= 9- M+m159 /r 3mm+-935t9- 9- :e-er54. D9//ere-t

m5r;et9-: str5te:9es +se, 12 t0e m+4t974e= 5re e=7459-e, 9- 65st" 54-:


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INDEX

Sr. N. T%#" P-" N.

( E)"*+%," S+$$-r' /

0 O12"*%," 3 !" S+4' 5

6 R"s"-r*! M"!4#' 7

8 I9r4+*%9 S"r,%*"s & S"r,%*" S"*r (:

/ I9r4+*%9 S"r,%*" M-r;"%9 (8

< M+#%=#") (7

> S!r%9-r F%#$s P,. L4. 0094e M+m159 05, S0965m?S5t25m? S+-,5r5m 3m74e= /r t0e s5me 7er9, / t9me.

B+t t0e US 05, set +7 m69e 3m74e=es 9- t0e s+1+r1s 51+t t


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t0e 5774935t9- 1e9-: 577r6e,. UDCO t 05s 745--e, t +se 7r9me 5re5s 9- m58r

39t9es 1e4-:9-: t t0e De75rtme-t / Pst DOP! /r m+4t974e=es.

T27935442" t0e m+4t974e= m,e4 9s 1+94t 5r+-, 7r9m5r2 5-30r)m69es. T0e

re6e-+e :e-er5t9-: 305--e4s 9- 5 m+4t974e= 9-34+,es 1=)//93e 344e3t9-s" re-t /rm

,9s7452 s2stems" rest5+r5-t re-t54s" /, & 1e6er5:e 344e3t9-s@ 7r,+3t 45+-30

re-t54s & 7rmt9- 12 3m75-9es. T0e t0er re6e-+e s2stems 5re /te- 45r:er t05-

t0e 1=)//93e 344e3t9-s" 1+t m69es 5re t0e m59- 7+44 / s+30 3m74e=es. Se6er54 /

t0ese m+4t974e=es 5re 1e9-: 435te, 9- s0779-: 3m74e=es 5-, 56er5:e 5- 9-6estme-t

/ 5r+-, Rs. 3rre /r 5 /+r s3ree- t0e5ter. 569-: 5 m+4t974e= e-s+res 51+t

"%(( /t/544s ,5942"


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C9*"r9s

C$="%%," Pr"ss+r"s %9 M+#%=#") B+s%9"ss

Re3e-t42 5 m58r 027e 05s 1ee- 1+94t +7 6er t0e m+4t974e= 9-,+str2 9- t0e

me,95. I-,+str2 s+r3es e=7e3t 5 45r:e -+m1er / m+4t974e=es


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>. S!r%9-r F%#$s P,. L4

B-*;r+94@

I- t0e 45te (s" t0e2 s5< 5- 77rt+-9t2 9- 7r69,9-: :, +549t2 m69e

69e


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m+4t974e=es 49;e Im5= A,451s. T944 ,5te" t0e2 ,9re3t42 r t0r+:0 t0e9r :r+7

3m75-9es ? /9rms! 056e +se, t09s m,e4 /r t0e /44


27/77

9-6est /+rt0er 3579t54 9-t t0e M+4t974e= 1+s9-ess. T0e2 r59se, /res0 e+9t2 3579t54

/rm G> C579t54 -e / t0e 4e5,9-: 6e-t+re 3579t54 /+-,s! 5-, 3mme-3e,

9-6estme-ts 9- 5 3579t54)e//939e-t m5--er.

T0e9r /9rst 9-6estme-t


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* Pr,"9 =r2"* $-9-"$"9 s;%##s@

T0e2 056e 5- 9-)0+se 7r/ess9-54 te5m /r 7r8e3t 9m74eme-t5t9- s+77rte,

12 7r8e3t m5-5:eme-t 3-s+4t5-ts. T09s m,e4 / 9m74eme-t9-: 7r8e3ts 05s e-514e,

t0em t 3m74ete 7r7ert9es


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/94m ,9str91+t9-. T09s ,9str91+t9- e=7er9e-3e 9s 75rt93+45r42 +se/+4 /r t0e e=0919t9-

1+s9-ess 9- t0e /44


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5 3st e//e3t96e m5--er" 5-, /+rt0er9-: F5me 5s 5- e=7er9e-t954 ret594 m+4t974e=

1r5-, t0r+:0 5 m9= / m+4t974e=es" retr/9ts 5-, sme st5-,54-e 7r7ert9es.

S!r%9-r M+#%=#")"s@ S0r9-:5r C9-em5s L9m9te, 7er5tes 5 3059- / 39-em5s +-,er t0e 1r5-, -5me

QF5me. F5me 7s9t9-s 9tse4/ 5 ,est9-5t9-


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Pr=s"4 M+#%=#")"s %9 M+$1-%

T!-9"@

T0e2 7r7se t 7e- 5 m+4t974e= 5t K57+r15


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F-$" A4#-1s

I-5+:+r5te, 9- A7r94 %((%" F5me A,451s 05s s9-3e str96e, t tr+42 e=e3+te 9ts

M9ss9- St5teme-t. F5me A,451s 3-st5-t42 e-,e56rs t 1r9-: 9- t0e 09:0est +549t2

/ e-tert59-me-t t M+m159s /94m :9-: 5+,9e-3es.

S7re5, 6er ("((( s /t / 5re5" F5me A,451s 0+ses 5+,9tr9+ms s3ree-s!

e530


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P+r=#" Pr%,%#"" 3 F-$" M+#%=#")"s

T0e s7e3954 3+stmer re


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> S-r Tr"-$"9s

As 5 P+r74e Pr9694e:e C4+1 mem1er t0e2 35- 4; /r


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5. C%9"$-) M+#%=#")"s

K5-5;95s CINEMA 1e49e6e t05t t0e9r 3+stmers ,eser6es t0e 1est 5-,

t0e9r ,es9res t e=3e4 05s res+4te, 9- t0e9r emer:e-3e 5s t0e 4e5,9-: 39-em5 e=0919tr

9- I-,95 5-, 5re t0e 79-eers 9- st5rt9-: t0e re64+t9- / sm544 357539t2 t0e5tres 9-

M+m159.

T0e2 st5rte, t0e re64+t9-


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C%9"#%9" C%9"$-s 9 - T!-9" -94 M%r- R-4 M+$1-%

A/ter :59-9-: re3:-9t9- /r +549t2 533mm,5t9-"


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C%9"$-) #-+9*!"4 1%"s M+#%=#") %9 M+$1-%

M+m159)15se, C9-em5= C9-em5s 05, 9-5+:+r5te,


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7 A4#-1s L%$%"4

A- A,451s /94m 49m9te,


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IMAX DMR T"*!9#'

IMA 05s re,e/9-e, t0e m69e):9-: e=7er9e-3e t0r+:0 IMA DMR

D9:9t54 Re)M5ster9-:!" 5 re64+t9-5r2 te30-4:2 t05t 544


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(:. S"r,%*" M-r;"%9 M%) W%! R"s="* T M+#%=#")

G,s 5re t27935442 /9rst 7r,+3e," t0e- s4," & t0e- 3-s+me,. Mst

ser693es" - t0e t0er 05-, 5re /9rst s4," t0e- 7r,+3e, & 3-s+me, s9m+4t5-e+s42.

T0e 435t9- / t0e se449-: /+-3t9- 9.e. 7r9r t 7r,+3t9-! & t0e 9-se75r51949t2 /

t0e 7r,+3t9- / 5 ser693e 5- 7er5t9-s /+-3t9-! /rm t0e 3-s+m7t9- / 5 ser693e

5 m5r;et9-: /+-3t9-! s9:-9/935-t42 305-:e t0e r4e / m5r;et9-: 9- t0e str5te:2 / 5

ser693e /9rm.

Pr4+*

A33r,9-: t P09497s Kt4er" 5 7r,+3t 9s 5-2t09-: t05t 35- 1e //ere, t

m5r;et /r 5tte-t9-" 53+9s9t9-" +se r 3-s+m7t9- t05t s5t9s/2 5


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SERVICE PRODUCT

PRODUCT LEVEL EXPECTATIONS MADE BY THE

CONSUMER

Ge-er93 T0e 15s93 1e-e/9t! V9e


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Pr%*"

Pr939-: 74932 9s m+30 mre 3m74e= /r ser693es t05- /r 7r,+3ts. T

m5-5:e ,em5-," t0e 7r93e /r t0e s5me ser693e m52 1e ,9//ere-t /r ,9//ere-t t9mes /

t0e ,52 r se5s-s / t0e 2e5r. Pr93e m52 1e s354e, t m5t30 t0e ste7s / 5 ser693e

6ers+s t0e e-t9re ser693e. D9s3+-ts /r ser693es te-, t 1e 7rmt9-54"


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D"$-94 1-s"4 =r%*%9@

C9-em5= 54-:


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IMAX A4#-1s

S!

%$%9s

RATES DURING WEEK DAYS

M- T+es >e, T0+rs Fr9 S5t S+-

G S G S G S G S G S G S G S

Mr-9-:

s0e, T0+rs Fr9 S5t S+-

G S G S G S G S G S G S G S

Mr-9-:

s005t 5re t0e 65r9+s 0930 / t0e /4405t 544 e=tr5 1e-e/9ts?ser693es , 2+ 7r69,e t 2+r

3+stmers

*. >05t 9s 2+r U.S.P [U-9+e se449-: 7re7s9t9-]

. D 2+ m59-t59- Pr,+3t D9//ere-t95t9- I/ 2es t0e-


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. D 2+ /44< M+4t9)S9te & M+4t9)Se:me-t

(.Are 2+r 7r93es ,9//ere-t /r ,9//ere-t t9mes / t0e ,52 rse5s-s /r t0e 2e5r I/ 2es" 15s93 re5s- /53949t5t9-: t0e s5me

. >0930 / t0e /44


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%(. >05t 9s t0e 7r3ess -e 05s t : 5/ter e-ter9-: t0e 7rem9ses/ 2+r M+4t974e=

%. Cmm+-935t9- E//rts )

M"4%- T!%s '"-r

0::/

0::8 0::6

Ne


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