FIRST CLASS FILMS

Regal Entertainment’s Fine Dining and Movie Experience

By: John Carrigan, Freddy Escoto, Brett Harmel, Jonathan Stinnett, Mai Suzuki

REGAL ENTERTAINMENT GROUP

Largest theatre circuit in United States

Total Number of Theaters: 569

Acquisition and integration expertise

NEW SERVICE

New Movie Experience

• Comfortable Chairs

• Fine Dining

• Drinks

DESCRIPTION OF SERVICE

Private Theatre sectioned off (21+)

Reserved Luxury Seating

High Quality Restaurant Food

Full Service Bar

WHY IS MAR KETIN G IMPORTAN T FO R SU CCESS

Goal: Meet unmet needs

Product

Place

Promotion

Price

Risks

MARKETING RESEARCH APPROACH

Surveys

Focus Groups

Observations

Test Market

Field Trial

SWOT ANALYSIS

Strengths

• Brand New Idea

• Promising TargetMarket- college students and businesses

• Prime location in nice area of town

• Ability to market cheap and effectively

Weaknesses

• Limited amount of space

• Possible risks of serving alcohol

• Cost and acquiring alcohol licensing.

Opportunities

• Breakthrough idea that can expand

• Expansion of target market with lots of growth

• Partnering with local breweries and other businesses

• Adding smart phone apps, website w/online reservations, and new food/drink options

Threats

• Competition from other local theatres trying to implement new idea

• Surrounded by lots of local restaurants

• Difficult retention of loyal customers with rapid expansion

SEGMENTATION CRITERIA

Geographic Dimension

• Region: California

• City: Bakersfield

• Edwards Cinema in The Marketplace

SEGMENTATION CRITERIA (CONT. )

Demographic Dimension

• Income

• Age

• Family Cycle Stage

• Social Class

TARGET MARKET

21-40 years of age

CSUB

The Marketplace

PRICE STRATEGY

Administrative Prices

Direct Control

No introductory price

Loyalty membership

Target return: sales first-adjustment-profit

ORGANIZATIONAL BUYERS

Oil Companies

Law Firms

Agricultural Businesses

Medical Groups

Hospitals

Educational Groups

ORGANIZATIONAL BUYERS (CONT. )

Nice Luxury experience for the working man

Fine dining offered for a great dinner meal

Alcoholic beverages served during a great movie for a great price

Sizable disposable income

Incentives for companies to use as work incentives, rewards, gifts, etc.

Marketing strategy will have to adjust to accommodate large groups

CURRENT COMPETITORS

Stars Theatre

• Local Business and Family friendly/inconsistencies

Reading Cinemas

• Low prices and promotions/outdated

Maya Cinemas

• Seating and rewards programs/location

PO SIT ION ING AND DIFFER EN TIAT ION

Education of Future Customers• Posters• Movie Ads• Website• Local Commercials• Newspaper Ads

Unique Marketing Opportunity based on the new product

PRODUCT LIFE CYCLE

Market Introduction

Market Growth

Market Maturity

Sales Decline