Final Assignment Service Marketing.pdf

Beta Media was established with the goal of providing customers with the best quality products and services at the most reasonable prices; with two main business segments: Food and enter

University of Technology INSTITUTE OF INTERNATIONAL EDUCATION

FINAL ASSIGNMENT SERVICE MARKETING

Major: MARKETING

Course code: MAR130

Course name: MARKETING SERVICE

Lecturer’s name: MR.LE HONG DAC

Group 3: DMCS

1 Mai Xuân Danh ID: 2082300176 Class: 2IDMAOAI

2 Trần Ngọc Dương ID: 2182305254 Class: 2IDMAOAI

3 Hồ Đức Thọ ID: 2181406206 Class: 2IDMAOAI

TABLE OF CONTENTS

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4 Threats:

V TARGET

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Customer Experience:

Starbucks focuses on creating a positive customer experience The comfortable atmosphere, soft music, and friendly service create an environment where customers Want tO retUFR c2

Vi STRATEGIES AND ACTION

1 Starbucks product strategy

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1 Potential # customer:

3 Potential market share & sales

References:

I INTRODUCTION

1 COMPANY

Beta Media Joint Stock Company, formerly known as Beta Media Company Limited, was established on September 8, 2014, headquartered at 3rd Floor, No

595, Giai Phong Street, Giap Bat Ward, Hoang Mai District, Ha City Noi Beta Media was established with the goal of providing customers with the best quality products and services at the most reasonable prices; with two main business segments: Food and entertainment service complex and communication service provision We set out to bring the best cultural and entertainment experiences to Vietnamese people, especially young people Beta Media's activities include:

* Movie screening activities

* Production activities for movies, videos and television programs

* Movie, video and television program distribution activities

¢ Restaurants and mobile food services

«Advertisement

Vision

Beta Group aims to be the cradle of creativity with profound influence in many fields

Mission

We nurture people who create the world: change minds, understand hearts & appreciate life Our products create positive resonance values for the community Brand meaning

The Beta logo, logotype and symbol are all created from basic shapes such

as square, circle, triangle Combining the arrangement and the 15-degree upward tilt angle, the symbol carries the image of a heart and an upward direction that represents Beta's constant development, creativity and brings out the mischief, dymatic and kindness

H

beta &”

media

ANALYSIS PESTEL

Political Economic Social Technological | Environmental | Legal -Regulation of -Global and | -Movie -New cinema _| -Strategy for Regulations on the domestic viewing and sound environmental | copyright and entertainment economic trends and technology protection and intellectual and theater situation consumer -Online sustainable property industries -Average entertainment | broadcasting development rights -Taxation and income of preferences and trends in -The impact of | -Laws on tax policy related | target -Target watching climate change | safety and

to cultural and customers market and movies at and other service entertainment - customer home environmental | quality enterprises Consumptio | characteristics | -Payment issues on cinema | -Regulations -The impact of | ntrends and | technology and | operations on labor and political fluctuations | -The influence | customer social security fluctuations on in movie of culture and | experience

business ticket prices | social trends | through mobile

entertainment needs

2 FIVE FORCES

1 Rivalry among existing competitors

- Different movie screens in competing areas

- Quality and diversity of films shown

- Pricing and promotion strategy

2 Threat of substitute products or services

- Other forms of entertainment such as cable TV, online videos (Netflix, Disney- )

- Other suburban entertainment events

3 Bargaiming power of suppliers

-The power of film production companies to negotiate film screening terms

-Ticket prices and other conditions set by the studios

4 Bargaining power of buyers/customers

-Customer choice between cinemas

-Ticket prices and promotions

-Service quality and customer experience

5 Threat of new entrants

-Initial investment costs to open a new cinema

-Regulations and barriers provided by the organizations that govern the cinema industry

=>> Beta Cinema can shape business strategies and optimize aspects to face challenges from the competitive environment

3 5M Model

Mission: Bring the best cultural and entertainment experiences to Vietnamese people, especially young people Beta Media's activities include: Movie screening activities Film, video and television program production activities

Money: The card must have online payment function enabled, and have enough limit/balance for payment

- Successfully paid tickets and goods cannot be canceled/exchanged/refunded for any reason

- Within 30 minutes of successful payment, Beta Cinemas will send you a confirmation code for ticket/order information via your email

- Beta Cinemas is not responsible in case the email address or phone number information you enter is incorrect, leading to not receiving a confirmation letter

Media: In order to experience core cinema in quality cmemas, Beta Cinemas was born and went straight into the segment of provinces, cities and large urban suburbs, opening a new era for cinema franchising To realize this wish, Beta Cinema has cooperated with Printgo to print event publications to widely promote the brand

Message: Beta's motto "Your Success is Our Success too - your success is also our success” with the goal of becoming a leading enterprise in the field of communication, Beta believes in being a bridge to increase brand awareness level of partners At Beta Cinemas: On the seat watching a movie

Measurement: After a period of being affected by the Covid-19 epidemic, the film industry in general and the cinema industry in particular are experiencing positive changes, the overall picture of the cinema market in Vietnam shows signs obvious recovery Movie theaters are gradually returning to life, attracting a large number of audiences to the theaters

4 SWOT MODEL ANALYSIS

- Cinema density is

evenly distributed in

the central areas of

Ho Chi Minh City

- Services, utilities,

incentives, and

promotions serve

customers

- Active in investing

in machinery

- Know how to

exploit Exploit

existing energy

sources, seize good

opportunities

- Know how to apply

smart sales strategies

to increase sales

(water corn combo)

- Quality is affirmed

to be classy and

international

- Depends on the business situation of the rental premises

- Customer sales are affected by objective factors: Movie genre, customer psychology, local weather

- Difficulty in retaining Professionally trained staff (mostly part- time employees)

-Loved and trusted by young people

Especially there is interest in the domestic and foreign film market

- The market is on the verge of exploitation

- The entertainment needs of customers are increasingly high

After the epidemic, there are many

customers going to

the cinema

- The appeal of upcoming blockbuster movies

- Facing the Covid pandemic since 2020 and unexpected epidemics in 2021 - Facing the risk of closure

- There are other strong competitors competing

- Customers turning

to watching movies online

* Market need :

-The cinema market in Vietnam has a lot of development potential Vietnam's current population is more than 98 million people, of which about 70% are young people This is

a group of people with high entertainment needs, especially cinema

- The theatrical film market in Vietnam has a lot of development potential With the development of Vietnam's film industry, the increase in the number of cinemas and the impact of other factors, this market is expected to continue to grow strongly in the coming years

*Market share:

Beta Cinemas rapidly expanded its market share and covered cinema systems nationwide The averag*e occupancy rate of Beta Cinemas is 20%, 4% higher than the market average

Tống lượng khách xem phim chudi rap Beta Cinemas 4,500,000

4,000,000

3,500,000

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

$00,000

Nam Nam Nam Nam Nam Nam Nam Nam Nùađáu

2015 2016 2017 208 20199 2020 2021 2022 2023

* Market trend:

Beta Cinemas is the leading cinema chain in the mid-range market segment, and is also the first unit with a complete commercial monopoly policy and possesses a strong growth rate In Vietnam, the current growth rate of Beta Cinema in 2022 has reached 177% compared to 2019

Market grow:

The cinema markets of Vietnam and Indonesia have undergone important changes after the Covid-19 pandemic However, Vietnam has been able to achieve a faster recovery rate and has better development potential than Indonesia Flexibility in working

to cope with difficult situations, along with investing in diversifying cinema experiences, has helped the Vietnamese theater market break through in the competition with other markets other Certainly, this work has opened up new opportunities and created a bright future for the country's entertainment industry

HI MARKETING OBJECTIVES

Increase customer base: Beta Cinema can book increased customer base to its cinemas This can be achieved through advertising campaigns, promotions and improving customer experience

Branding: Beta Cinema may want to build a strong and trustworthy brand in the film industry This can be achieved by creating unique experiences, good service quality and creating positive customer interactions

Increase revenue: Beta Cinema's marketing goal could be to increase revenue by increasing the number of tickets sold or increasing the average value of each transaction

This can be achieved through improving the quality of movies better, creating attractive combo packages and increasing marketing activities

Expanding its market: Beta Cinema may want to expand its market by reaching new customers or opening cinemas in new locations This can be achieved through market research, competitor analysis, and developing appropriate marketing strategies Create a difference: Beta Cinema may want to differentiate itself from its competitors by creating unique experiences, good movie quality and good customer service This helps attract and retain loyal customers

IV TARGET

Demographic

Gender All gender

Income low income

Jobs Officer, worker, housewife, College Students,

Lifestyle modern, favoring new things

Personality active, enthusiastic

Geographic Region all over the country Demand

Want to watch movies at cinemas that suit your budget

want a movie-watching experience that is worth the money they

pay Beta Cinema needs to offer attractive value packages,

incentives, and promotions to attract and retain customers

V, 7P strategy

Beta Cinema's

customer portrait

@ Have seen movies in theaters: CGV and Beta

@ The differences between the two cinemas were evaluated by Trieu:

At CGV, the quality o higher than Beta and the quality of service depending

on CGV's needs is ai than Beta

@ The reason why Trieu chose Beta Cinema

* Near him home

new movies, the two thea

Passion

NT ent

In short, the customers that beta targets are customers

aged 16-30 with a moderate income, who are interested in

movies and only want to watch their favorite movies rather

than experience other services high-end services like CGV

Product: Beta Cinema provides a high-quality movie viewing experience with modern projection rooms and advanced audio and video technology They may also offer additional services such as VIP screening rooms, special screenings for unique films or cinema events

Price: Price may vary depending on the type of screening room, viewing time and included services Beta Cinema can apply a flexible pricing model, with preferential prices for students or promotions on special days

Place: Cinemas are often located in large commercial centers or areas with a lot of traffic

to conveniently reach customers The location is also designed for customer comfort and convenience

Promotion: Beta Cinema can use advertising campaigns on social networks, television,

or flyers to attract customers They can also organize promotional events such as ticket discounts, gifts when purchasing tickets, or cooperate with other brands to create attractive promotional packages

People: Employees at Beta Cinema need to have good communication skills, be friendly and professional Employee training in movie knowledge and customer service is critical

to ensuring a great moviegoing experience for customers

Process The process from booking tickets, buying tickets at the counter, and entering the theater to watch movies needs to be organized smoothly and efficiently Beta Cmema can apply online ticket booking technology and automate some processes to increase efficiency and reduce waiting time for customers

1.Communication Objectives:

Building a low-cost movie theater brand

Increased from top 4 most popular cinemas to top 3

Received more than 60% positive feedback and recognition from the campaign's media audience