Group 3 Anurag Awasthi 120208411xx Gaurav Karanwal 12020841136 Nitin K Gond 12020841148 Shubham Singh 12020841167 Sukhjit Singh

Ghuman 12020841170 Vishal C.Patel 12020841173

 Started in Bakersfield, California but failed by picking the wrong place In 1996 they opened Alamo Drafthouse in Austins Entertainment district. Second run movies for 25-40 year olds Special events
Austin Film Society Events Cult films (18-30 years )

 Unique order servings of beer/wines, appetizers Waiters serve and collect bill before and during movie with no verbal communication Ticket Price: $ 4.00 Average spending $5 to $12 55% of income comes from food and rest 45% from alcohol. Limited capacity of 214 seats and high labor costs

Marketing analysts use market position maps to display customers' perceptions of a firm in relation to its competitors regarding two attributes Food quality" and Movie selection" as axes.

Good ALAMO DRAFTHOUSE

Movie Selection Narrow Food Quality Broad

Bad

Use "Strategic Service Vision" framework to describe Alamo Drafthouse in terms of target market segments, service concept, operating strategy, and service delivery system.

 Austin's residents

Region

Demographic

Smart 25~40 year-olds Second-run movies 18~30 year-olds predominantly male Cult-movies

Theater that serves food and alcohol during movie Serving second-run movies Not disturbing the moviegoers

Providing pleasing experience movies along with food and drinks

Long skinny tables with enough space for undisturbed serving

Waiters don't speak during movie and they explain the rules to customers Many waiters (15-17)

Effective facilities (space and paper communication)

Good food service Answering every piece of e-mail personally

Identify service qualifiers, winners, and service losers for Alamo Drafthouse. Are the Alamo purchase decision criteria appropriate for the multiplex movie theater market? What do you conclude?

Movie playing selection Food Quality

Convenience

Price

Adequate location

Shorten hours and raise satisfaction by doing two things at the same time

Unlike most theaters, accommodat e tables where consumers can place their food and drinks

Enough space between rows exists so that personnel can take orders and serve and customers can slip out

Keep ticket price low, typically $4.00

Downtown area with floating population

Service Losers
Alamo has just 215 seats, reason being that they wanted to leave enough space in between each seat Showing second-run features and cult movies, it is limited to particular age groups

Alamo is located in downtown. Short walk from one of the main club and restaurant areas.

Attracts people who like secondrun features and cult-movies.

Provides three services with minimum verbal communication

 Purchase decision criteria not matching multiplex

Central Location not Needed Mass audience

Purchase decision criterion matching multiplex

Special services provided by GOLD class cinema for limited seats.

Make recommendations for Tim and Carrie that would increase profitability.

Price of movie ticket should be based on

Day Screened Age Group (Student Discount etc)

Increase ticket prices of Special Events

It needs to show recent movies, not just second-run features and cult-movies.