VMax Cinemas for People - Technology and Strategy- myassignmenthelp

Question: Discuss about theVMax Cinemas for People, Technology and Strategy. Answer: Introduction Every company requires a marketing strategy whether it is a product or service. There are 7 Ps of marketing which every business has to follow. Ps includes price, product, place, promotion, people, process and physical distribution. Event cinema at garden city, Queensland offers a service of VMax theatre. VMax cinemas featured as a big stadium seating with huge digital screen showing the latest Bollywood blockbusters. Seats are specially designed to comfort the audience through contoured high backs, tables and double the amount of leg room. VMax also provides a variety of food, beverages, candies and popcorns. In some location, VMax also provides alcohol also (Event Cinemas, 2018). Some Ps that are followed by the VMax are discussed below: Analysis of Ps Product VMax cinema works as a multiplex and is the most popular in Brisbane. The core competency of the VMax is screening of movies to its customers. VMax cinema offer stadium seating and show the latest Hollywood blockbusters. VMax provides the choice to consumer for choosing the movies. More goods and services like the food court facilities, online booking of ticket are available. As a theatre, VMax also offering the other combo deals and food variety like popcorns, candy, drinks etc. VMax also provides healthy foods to its customers such as option of Gourmet food. VMax offered the qualitative and superior ambience and were able to grab the attention of crowd. These theatres use the high innovative technology. VMax extend its product and service offerings luxury cinema with exclusive auditorium, fally relaxing seats and many more. VMax also provides the vouchers and discounts to the viewers (Lovelock Patterson, 2015). Price Price is the factor on which the customer sets his demands. If there is high Occupancy of the cinema decides whether the VMax is earning revenue or not. Hence it is important to create the pricing policy that will suit the needs of a viewer and also to owner as at the end of the day revenue matter (Coate Verhoeven, 2015). VMax decided to put its pricing policy different for each group of people. VMax has high occupancy rate and have a reasonable pricing policy for each age group. VMax is offering various discounts to the customers and to its employees. The prices also vary according to the age of the consumer. Profit earned by the VMax from adults is 30%, from pensioner 20% and from children, student and senior citizen it is 10%. Particulars Adult Child Pensioner Senior Student Cost per ticket (in USD) (in USD) (in USD) (in USD) (in USD) Screen cost 4 3 3 3 3 Maintenance 2 2 2 2 2 Depreciation 2 2 2 2 2 Employee cost 2 2 2 2 2 Seating and Air conditioning 3 1 1 1 2 Cafeteria 1 1 1 1 1 Projection and sound 2 2.91 2.83 2.45 3 Booking Window 0.31 0 0 0 0 Design and construction 0.5 2 2 2 2 Distributor Linkup 0.5 0 0 0 0.27 Total cost 17.31 15.91 15.83 15.45 17.27 (+) Profit 30% 10% 20% 10% 10% Cost per ticket 22.50 17.50 19.00 17.00 19.00 People A people are an important factor in servicing industry. No two persons are same and no two employees provide the same services. Similarly employees of VMax are highly motivated and trained. Employees are also trained to deal with the safety measures and other attacks like bomb threat. All staff members are trained with all the department activities like ticket sales, computer service, cash handling etc. Employees of VMax are persuading brand with their friendly, well informed, coordinated, helpful, cheerful nature, therefore the audience can easily relate and communicate with them. In VMax theatre there will be an environment of energy, positivity and action as the employees complete their duty with full efficiency. Courteous, well dressed and groomed people characterize the Multiplex. Large groups of people come to watch movies at VMax and are highly impressed by their staff. Audience includesMothers with children, family,friends, teenager, elders, and school excursions (Wirtz Love lock, 2016). Process Process is nothing but a way of doing a work or task in a specified way. In case of VMax, firstly customers arrive and park their car. Then customer move to the ticket counter to buy the ticket for the show which he is interested to watch. There is convenience in booking so customer can do the bookings online as well. Then customer will move to the screening area and watch the movie. In the interval the audience will move outside to eat and drink something from cafeteria. The customer goes back to the screening area to continue the movie (Dallas, 2012). Watching a movie at VMax is like taking an experience of small vacation. The ambience is so awesome and qualitative services are provided by the VMax. Physical Evidence Customer does not always focus on the services provided by the cinema hall but also focus on other tangible service like facilities, price, communication and coordination by staff members etc. Physical evidence also includes the interior and exterior design of the theatre. VMax environment has elegant building, layout, colors of interior, tickets, labels, logo of the theater to form uniform business identity. VMax also has a good ambient factor like excellent ventilation and air conditioner. Designing of the theatre is done in such a way that there is an extensive parking space, uniform appearance and spacious interiors (Pike Page, 2014). In VMax, there is a family atmosphere in the theater along with comfortable seats and cleanliness. Conclusion From the above analysis, we can say that the marketing Ps are essential to know the market standing and company position in the market. VMax provides a wonderful service in cinema industry by screening of Hollywood movies according to the choice of consumer. In service industry satisfaction given to the customer is keen, as satisfied customer will come back to your place again. VMax provides comfortable area for sitting with good ambience. The price of the seats also varies according to the age group so as the profits or earnings of the VMax. Another P of marketing talks about the people related to VMax. The staff of VMax is expert, trained and friendly in nature. There is a family atmosphere in theatre as the staff is helpful in nature. References Coate, B., Verhoeven, D. (2015). Counting the cost: The impact of Cinema ticket prices in Australia. Retrieved from: https://search.informit.com.au/documentSummary;dn=768521029494529;res=IELLC Dallas, S. (2012). Comfort zone.Retrieved from: https://www.imdb.com/title/tt2939300/ Event Cinemas. (2018). About VMAX. Retrieved from: https://www.eventcinemas.com.au/VMax Lovelock, C., Patterson, P. (2015).Services marketing. Melbourne, Victoria: Pearson Australia. Pike, S., Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature.Tourism management,41, 202-227. Wirtz, J., Lovelock, C. (2016). Services marketing: people, technology, strategy (7th ed.). Delhi: Pearson.