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spinelli cinemas: plymouth theatre

COMPANY ANALYSIS.

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spinelli cinemas: plymouth theatre

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    1. SPINELLI CINEMAS: Marketing Plan created by Justin L’Italien

    2. COMPANY ANALYSIS “Locally owned and operated, Spinelli Cinemas was founded in 1987 as a subsidiary of Spinelli Companies. Since then it has expanded from one location (Strand Theater in Dover New Hampshire) to locations in Barrington, Dover, Plymouth and Rochester, New Hampshire” “Spinelli Cinemas is committed to offering moviegoers high quality presentation, in a clean and friendly environment” * Taken from www.spinellicinemas.com/companyinfo.html *

    3. SWOT ANALYSIS Strengths: Antique atmosphere, unique experience Great location, middle of college town Competition is thirty minutes away in each direction Efficient advertising efforts with limited resources Weaknesses: Limited amount of movie prints available Very small marketing budget Booking agent works for other companies Not very big, only two theater rooms

    4. SWOT ANALYSIS

    5. MARKET ANALYSIS Young adults and families make up their target market Different films bring in different crowds Good mix between males/females Always a need for enjoying a film on a big screen with comfortable seating Movie theater market has been decreasing slightly over the years Seasonal business, very strong sales during summer and holidays

    6. MARKET STRATEGIES Two major marketing objectives: Specified target marketing Giving back to local community Product sells itself, people enjoy new films in comfortable environment Uses mostly older marketing strategies Newspaper advertisements Radio giveaways Phone recordings Renovated website Relies on strong word of mouth

    7. MARKETING MIX Product: High quality movie experience Concessions to enjoy during films Price: $8 per adult, $6 per child, $6 per senior Concessions range from $2.75 - $6.25 Place: Booking agent gives limited prints to Spinelli Distributed among four theaters Promotion: Radio giveaways In-theater banners, posters, cardboard cutouts

    8. YEARLY FINANCES Benchmark of 550 customers a week Totals 28,000 customers a year 2006 totals fell short (roughly 27,000 customers) of benchmark. Theater typically brings in $175,000 in ticket sales and $100,000 in concessions each year Yearly profit stands around $60,000

    9. Recommendations Take advantage of new college students each year by marketing to them consistently Consider “college discount” by reducing pricing for college students to $6. Higher volume of people would result in increased profits Increase marketing budget by an additional 2%

    10. Recommendations Become more involved with local community activities. Offer the theater’s facility to local fundraisers, community parties, etc. Great PR and brand recognition will follow Look into hiring a different booking agent Prepare for future technologies by investing time into research. Digital movies are on the rise, don’t be caught off guard

    11. Questions

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