POSITIONING
CINEPLEX
They have positioned themselves as entertainers. The image they want to create is an enjoyable and fun place to visit with family and friends. Image of a secure, well established place has been given to the cinema.
They have also given a sense of security to their customers. By locating themselves at sea view, they have made sure that their target audience will not feel hesitant in visiting this cinema.
“Cinema for the elite” image has been given to the cinema. They have not restricted themselves to teenagers and adults only; they have mentioned on their website that “they love kids” .They play animated cartoon movies for children, which also categorizes them as an enjoyable place for children.
Cineplex wants its audience to feel that they have made the right decision by making it their preference. They offer a perfect location, hygienic environment and an experience that satisfies the taste of their consumers.
Cineplex has made sure that their customers are aware that only people belonging to their social circle will come. By showing English and animated movies, they have assured that only people with educational background show up.
Prices for the ticket and food are expensive. This is their way of creating a barrier between the upper-class and the lower-class. With this strategy the lower-class will find it impossible to spend so much just to watch a movie. This completely limits the access of lower-class to Cineplex.
They portray themselves as the providers of quality time and convenience for their customers, by giving them the facility to also book a (cinema box) as a leisure activity.
Their focus is that families, youngsters and children feel comfortable by not displaying vulgar and offensive posters but ...