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Odeon Suite an experience combining cinema and aperitivo

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  1. 1. Odeon Suite an experience combining cinema and aperitivo
  2. 2. Contents Research Introduction1 2 3 4 Qualitative analysis Quantitative analysis Conclusion
  3. 3. Background of movie Theatres Deep crisis in movie distribution market introduction of new technologies (streaming, home theatre and DVD and Blue Ray formats) cinemas gain more revenues from food and beverages than cinema tickets SOLUTIONS: 3D IMAX GOLD CINEMAS! Odeon Suite Odeon suites offers a combination of cinema experience and aperitivo. Which include several services: Cloakroom Aperitivo with finger food Limited number of seats Reclinable leader armchairs by Poltrone Frau Pop-corn
  4. 4. Research Question What are the attributes of Odeon Suite's special offer, that affect the emotions of its audience and how does this finally influence the customers future behavior? And, is there any difference on such influences among different customer groups?
  5. 5. Qualitative analysis Focus Group In-depth interview Price 3D problem Match of Aperitivo and Cinema doesnt fit each other as well as Match of Opera and Aperitivo Most customers select movie first instead of going directly Cinema lovers do not care about additional services with Massimo Ferrera: Combininig the Italian tradition (aperitivo) with the cinema experience Target: people above 25, faculty educated and wealthy Make customers feel like they are at home and they are special Cinema experience which everyone can afford Managers request: analyze customers living area
  6. 6. Questionnaire Questionnaire design measuring the cinema environment / information rate The Information Rate Scale (Mehrabian & Russell, 1974) Special items of Odeon Suite; focus group; manager interviews measuring emotions the 18 adjective pairs used by major researches to construct emotional scale measuring behavior approaching/avoiding behavior theory other research in different areas (restaurant, etc.) special situation of Odeon Suite as a cinema general and demographic information The cinema manager is interested in the characteristics of Odeon Suites target customer; especially, where do they live Sample collecting 55 About 80% Table 1 Response Rate Date Total Reached 05.05.2012 (evening) 13 11 05.05.2012 (night) 5 4 06.05.2012 (evening) 4 3 06.05.2012 (night) 0 0 08.05.2012 (evening) 9 7 08.05.2012 (night) 0 0 09.05.2012 (evening) 23 15 09.05.2012 (night) 2 0 11.05.2012 (evening) 8 6 11.05.2012 (night) 8 6 12.05.2012 (evening) 3 3 12.05.2012 (night) 0 0
  7. 7. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior Environmental stimuli Emotions Behavior Quantitative analysis General information rate Specific service Cinema Environment Emotions Behavior What are the attributes of Odeon Suite's special offer, that affect the emotions of its audience and how does this finally influence the customers future behavior?
  8. 8. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 Environmental stimuli Emotions Behavior Pleasure= -0.011- 0.83(Fullness) + 0.242(Novelty) + 0.4(Aperitivo) + 0.323(Special service) + 0.142(Movie)
  9. 9. Aperitivo Special service Movie Novelty Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 Environmental stimuli Emotions Behavior Fullness Dominance= -0.007+0.07(Fullness) -0.385(Novelty) + 0.283(Aperitivo) + 0.234(Special service) + 0.568(Movie)
  10. 10. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 0.304 Environmental stimuli Emotions Behavior Arousal can hardly be influenced by environmental stimuli. Only Aperitivo has relatively significant influence on Arousal, though not that high (0.058).
  11. 11. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 0.304 0.444 0.276 Environmental stimuli Emotions Behavior General information rate variables as intermediate variables Aperitivo strongly influence emotion through influencing Novelty, while Movie also have some contribution.
  12. 12. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 0.304 0.444 0.276 0.679 0.163 0.319 Environmental stimuli Emotions Behavior Willingness behavior= -0.005 +0.679(Pleasure) + 0.319(Dominance) + 0.163(Arousal)
  13. 13. Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 0.304 0.444 0.276 0.679 0.163 0.319 Environmental stimuli Emotions Behavior Path analysis Aperitivo Special service Movie Willingness Behavior 0.36 0.15 0.29
  14. 14. Classification Is there any difference on such influences among different customer groups? Aperitivo Special service Movie Novelty Fullness Pleasure Arousal Dominance Willingness Behavior 0.242 0.3230.4 0.283 0.234 0.568 -0.385 0.304 0.444 0.276 0.679 0.163 0.319 0.36 0.150.29
  15. 15. Group 4 Senior(45), female, different education levels, go for movie as as well as for a different experience Customer groups Group 1 33, female, highest education, go for movie, highest satisfaction and willingness level Group 2 Group 3 32, bachelor degree, go with friends not satisfied with the movie Youngest group, male, relatively low education level, go for various reasons, lowest satisfaction and willingness level
  16. 16. CONCLUSION & MANAGERIAL IMPLICATION
  17. 17. Conclusion What are the attributes of Odeon Suite's special offer, that affect the emotions of its audience and how does this finally influence the customers future behavior? Novelty of the environment (general) + the quality of aperitivo service + other special services + the movie pleasure and dominance Behavior Fullness and Arousal is irrelevant Is there any difference on such influences among different customer groups? Ideal target customer highly educated, rich female above 30 years old, who cares about the movie and enjoys an exclusive experiences Movie quality dominance feeling of target customer
  18. 18. Managerial implications Issues Suggestions Movie selection Aperitivo service improvement Reach the right target customers Lack of communication Booking problem movie portfolio customer feedbacks/surveys the first group have aperitivo with the second group together reservation service Differentiate the offer Focus only on the high class Different communication for different focuses Negotiation with SIAE
  19. 19. Thank You! Elitsa Kamburova 1315795 Francesca Serra 1384650 Ezgi Kilinclar 1608454 Nora Schwarz 1574631 Xi Jin 1563550 Irina Gurova 1237833
  20. 20. BACK UP PART
  21. 21. Part 1: measuring the cinema environment / information rate The Information Rate Scale (Mehrabian & Russell, 1974) special items of Odeon Suite focus group manager interviews
  22. 22. Part 2: measuring emotions Part 3: measuring behavior the 18 adjective pairs used by major researches to construct emotional scale approaching/avoiding behavior theory other research in different areas (restaurant, etc.) special situation of Odeon Suite as a cinema
  23. 23. Part 4: general and demographic information The cinema manager is interested in the characteristics of Odeon Suites target customer; Especially, where do they live
  24. 24. Descriptive demographic 54% 44% 2% Gender female male Missing 40% 13% 16% 14% 13% 4% Age 18-24 25-34 35-44 45-59 60 or above Missing Ave. age = 36.11 9% 2% 9% 55% 16% 9% Information source Official website Social media Newspaper Friends Ticket office Other 2% 25% 35% 11% 16% 11% Education Middle school or below High school Bachelor's degree Master's degree Professional degree Doctorate degree or above Equal gender % FriendsDifferent education level
  25. 25. Descriptive preferences 0 5 10 15 20 25 movie cinema relaxation friends different experience aperitivo and movie other Reason for Odeon 87% 7% 6% 3D Prefer 2D Prefer 3D Missing 0 5 10 15 20 25 30 35 almost never 1 times per month 2-3 times per month 4-5 times per month 6 times or above frequency to cinema Movie & friends Prefer 2D Normal frequency
  26. 26. Descriptive satisfaction and behavior 69% 29% 2% Satisfaction Satisfied Middle Not satisfied 69% 27% 4% Recommend to others Very likely Middle Not likely 60% 35% 5% Come back Very likely Middle Not likely 47% 47% 6% Price Nice price Acceptable price Not reasonable 33% 54% 13% rent this place Very likely Middle Not likely Recommend Satisfied Come Back Rent if not $ Acceptable price
  27. 27. Factor analysis cinema environment General information rate Specific service Rotated Component Matrixa Component 1 2 3 Room .910 .100 -.075 Food .678 .052 .436 Hardrobe .276 .482 .444 Chairs .350 .738 -.084 Limited seats -.043 .797 .004 Staff .702 .277 .225 Movie .052 -.089 .901 Special .346 .406 .390 Rotated Component Matrixa Component 1 2 Novel .328 .639 Complex .685 .232 Coherent -.209 .701 Full .887 -.181 Crowded .889 -.219 Surprising -.253 .458 Rare .040 .720 Factor 1: Fullness Factor 2: Novelty Factor 1: Aperitivo related Factor 2: Special/unique service Factor 3: Movie
  28. 28. Factor analysis emotion and behavior PAD Behavior Factor 1: Pleasure Factor 2: Dominance Factor 3: Arousal Rotated Component Matrixa Component 1 2 3 Happy .813 .370 -.087 Pleased .852 .324 .099 Satisfied .850 .075 .167 Contented .873 .290 .163 Relaxed .761 .035 .237 Important .540 .410 .064 Free .288 .752 -.107 Excited .372 .000 .668 Jittery -.004 -.028 .760 Frenzied -.121 .533 .582 Wideawake .450 .379 .330 Controlling .342 .554 .463 Dominant .349 .664 .366 Influential .185 .359 .569 Component Matrixa Component 1 Overall Satisfaction .731 Recommend .914 Back .902 Price .676 Rent .733 Factor 1: Willingness