Cinergy Movie Theater
Executive Summary
Company Profile
Market Segmentation & Targeting
Situation and Company Analysis
Ethics and Social Responsibility
Marketing Information and Research
Customer Decision-Making Profile
Positioning and Differentiation
Branding
Marketing Mix (4Ps)
Product Strategy
Pricing Strategy
Place: Distribution Strategy
Promotion: Integrated Marketing Communications Strategy
Budget
Action Plan
Risk Factors
Attributions
Cinergy wants to be the best place to watch a movie. Cinergy provides moviegoers with movies. Comfy seating, games, and snacks to eat while enjoying the movies. Cinergy targets customers who love to watch movies all day everyday(moviegoers). Cinergy has the lowest prices, biggest tv screen, games, and way more to offer which is why people prefer to see a movie at Cinergy than anywhere else. To moviegoers, Cinergy Cinemas is the only movie theater that can provide the best movie theater experience in your life because Cinergy provides relaxing seats, great food, nachos, and beverages, and great customer service as soon as you enter the building. Cinergy marketing plan will increase the number of customers which will lead to an increase in sales.
Cinergy is a movie theatre that has a different variety of movies. Cinergy sells lunch, dinner, cocktail beverages, and soft drinks. Cinergy offers recliner seats for all of our customers. Cinergy reclining seats have heating seats. Cinergy allows customers to check in even if they show up late. Cinergy has a bar so if he or she doesn’t want to eat in the actual theatre they can eat at the bar which is downstairs.
Cinergy focuses on adults and parents with younger children who don’t need to see the latest movies on release and seek an inexpensive, quality, family-oriented entertainment experience. Cinergy has a lot of young adults in between 16–24year-old age group. This group is interested in seeing comedy and action/adventure type movies that are not directed at the younger and family markets.
Cinergy has a well-defined expectations, goals, and accountability. Cinergy produces goods more efficiently with less cost than do other competitors.
The objective is to create extraordinary experience. By providing excellent customer service, premiere movies and the best food you will ever eat.
● Company Name: Cinergy
● Industry: luxury cinema entertainment centers
● Headquarters (city, state, country): Cincinnati, OH, USA
● Year founded: 1994
● The number of employees: 50
● Annual revenue (estimated): $670.0k
● Major products and/or services: dine in bar, escape rooms, dine in cinemas
● Target customers: frequent movie goers
● Distribution channel(s) : NCM
● Key competitors: Regal, AMC, Drive in
● Link to website: https://www.cinergy.com/charlotte
● Link to Yahoo! Finance information page (for public companies):
● Entertainment when customers get bored, they can come and watch movies, bowl, and even go to the escape room.
● Cinergy potential customers are movie goers
● The key segments are entertainment, comfortability, and excellent customer service.
● Cinergy serves movies which is great when you want to get out the house or go on a date you can always go to Cinergy, and we will provide great movies and reclining seats. Second, Cinergy serves food which is great when you are hungry or watching a movie and don’t just want popcorn want to have food served to your actual seat while movie is playing. Lastly, Cinergy has an escape room which is good for our customers if they don’t want to watch a movie or if they want to try something new. Cinergy we always want our customers happy and comfortable here at Cinergy.
● Cinergy focuses on Movies, Gaming, and Dining. Cinergy focuses on these specific segments too keep our customers engaged, having fun, experiencing that luxury entertainment center. Cinergy will continue to grow by keeping up with how luxury, clean it is. Cinergy also will add new food to the menu so it will not be the same food. Cinergy also have
Cinergy is currently in a recovery economic environment. Cinergy is easy to find staff, but it took some time because of covid. The current estimate is to increase. The consumer confidence is to be entertained and food.
Cinergy has 3D movies. Which require you to wear glasses but once you put them on it feels like you are in the movie. Cinergy also have IMAX movies that makes you be able to see 20 inch more on the screen.
Cinergy provides movies, games. Cinergy recently added an escape room and axe room for our customers to be able to have a variety of things to do in our company.
Cinergy has two other competitors which is AMC and Regal. What are the key selling points or competitive advantages of each one? Regal cinemas have heated reclining seats. Regal also have more seats to offer. AMC reclining seats are larger than Cinergy.
After 6pm, children ages 6 and under are not permitted to attend R-rated features, even if accompanied by an adult. Weekend Attendance Policy- All locations except for Amarillo- Friday and Saturday after 9:00 PM, children who are 16 years of age and under will not be admitted unless accompanied by their parents.
HELPFUL Ideas
HARMFUL Concerns
Internal
Strengths
● Offer food to your seat while watching movie
● Very luxury
● Clean and comfy
● Leather recliners
● Great customer service
Weaknesses
● Doesn’t have heated seats
● Stop taking food orders once the movie start it has a time limit. They will have to get up and go to the dine in and order.
● Location
External
Opportunities
● Pay rate 13.00hr full time or part time
● Some of the positions they offer is bartender, team member, and server
● Free movies for you and a friend if you work for them
● Discounts on food & non-alcoholic beverages. 50% off that is!
● Flexible Schedules
● Free midnight screenings of new release movies! Be the first to see it!
Threats
● Regal has heated seats
● Amc has more comfortable seats
● Regal and amc both have a deal where if you are a member you get to see 3 movies a week and free beverages on your birthday
● Fewer movies are released.
Cinergy wants to create the largest luxury cinemas and entertainment center. Cinergy creates happiness for all ages. Cinergy has a variety of different things going on such as lounges, bars, theatres, and escape rooms. Cinergy wants to make all our customers happy and safe.
We are committed to providing exceptional customer service, to provide the most up to date movies, and to also have the best food.
The company’s goal is to eventually operate at full capacity after covid.
Cinergy currently inspires moviegoers to sit back relax and watch a movie. Cinergy currently does not require everyone to wear a mask anymore unless mandated by state and local guidelines. Cinergy has a non-profit charitable organization to support the communities in which Cinergy operates.
- Free trials on snacks to get people hooked and then they will keep coming back for that snack
- Week trial on membership to see if people like the membership first
- Add alcoholic alcoholic beverages so adults can enjoy a drink after work
- Add heated seats to all theaters so it is not cold in theaters Based on your understanding of the organization’s goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue?
What can attract new customers and keep them coming back?
Cinergy needs to look at social media to bring in new groups of people. Cinergy needs to see what other theaters that Cinergy have does not. Cinergy need to pay attention to the people who are already already coming maybe ask them to take surveys on how to attract new people.
Cinergy recommends customers customers go to its websites, fellow employees or to fellow customers for any information regarding the movies or Cinergy. Cinergy recommends this because if anyone has any questions or concerns management would be happy to help and in a timely manner?
The moviegoers are the primary decision makers. The moviegoers love different kinds of movies, and they make their buying decisions on what they enjoy watching. Cinergy helps moviegoers have a 2nd home to kick back relax and not have to worry about the clean up after. The moviegoers are usually 17-24 years old. Cinergy usually attracts teenagers who love watching movies and have nothing to do on the weekends. The teenagers usually have jobs which is how they make the money to pay for the movies.
● Cinergy uses geography it is located near expressways, shopping centers that contain a lot of people.
● Cinergy uses personal and demographic characteristics because they watch customers ages for certain times or rated r movies.
● Cinergy uses Situational characteristics by providing brand loyalty memberships. If you are a member of Cinergy Cinemas, you get special perks like birthday gifts, free movies, and no upcharge on sizes for food or beverages.
Cinergy likes to reach its customers through media, apps, and commercials. Cinergy knows in this day a lot of people are glued to their phones looking at media and if they are not on their phones, they are watching tv. Cinergy catches people’s attention on apps and tv channels they know people are watching/using.
Cinergy wants to be known for providing the best movie experience/Dine-in bar possible. Cinergy is different from its competitors because they take into consideration the customers concern and use that to make changes in the future.
Cinergy employs polite customer service representatives to help you when you need it, big comfy recliner seats, provides IMAX/3D/RPX/4DX movies and the biggest movies screen to view the new movies that are being added to the theater weekly.
Lights, Camera, Recline and Food! Cinergy brings its customers the best in cutting edge technology and very comfortable vibes. Cinergy focuses on providing the most laid back and comfortable experience with the newest technology
To moviegoers, Cinergy Cinemas is the only movie theater that can provide the best movie theater experience in your life because Cinergy provides relaxing seats, great food, and beverages, and great customer service as soon as you enter the building.
Cinergy Cinemas have been updating their theaters with the recliner seats and some are starting to include heated recliner seats.
Cinergy Cinemas is an American movie theater chain. Cinergy customers love to watch movies from the comfort of the recliner seats and enjoy the great customer service from the employees.
For the most passionate movie fans. Cinergy is the entertainment destination that brings out the love for movies by presenting them in the theaters while also providing the best customer service possible.
● Cinergy Cinemas is the best place to watch a movie
● Cinergy Cinemas is never uncomfortable
● Cinergy Cinemas is inclusive, passionate, confident, and warm
● Cinergy Cinemas is never unreasonable
Cinergy Cinemas should start to serve actual food like burgers, fries, pizza so like comfort foods. Cinergy Cinemas customers will enjoy not having to stop somewhere before or after the movie to get actual food.
Cinergy Cinemas can try to reposition the products from the existing brands within one line.
Cinergy can think of ways how features and value can be added to existing brands that help
them in increasing their market position. Cinergy cinemas can introduce a new brand in the
existing product line, or it can try to establish a whole new product line. Cinergy can stop
selling the products that are either not profitable or not creating enough buzz from the other
products.
Cinergy cinemas charges 12 dollars for movie tickets. Cinergy cinemas tickets are
cheaper than its competitors. Cinergy should charge cheaper prices before 5pm so regular price. tickets are 11, they should drop down to 8 if you come before 5 p.m. The Regals customers do not really like changes in the price unless they are lowering them. Cinergy revenue has increased since 2020. Cinergy was struggling in 2020 due to covid. The Cinergy prices are currently demand based so higher prices for top hit and lower prices for the ones that don’t do so well.
Approach
Cinergy cinemas uses advertising, sales promotion, personal selling, public relations, and direct
marketing. Cinergy uses social media and a sales promotion of 5$ movies on Tuesdays to
encourage people to attend the latest movies and then share feedback with friends and family to
attract more customers. Cinergy uses personal selling to allow customers to rent a theater for
just them and their friends. Cinergy uses public relations and direct marketing to promote the
latest movies.
Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, website and targeted digital advertising) and convince peers they should attend.
Goal
Cinergy goal is to make the moviegoing experience a more social and convenient one by
allowing customers to pre-order tickets and concessions. Register online today at
Cinergy.com.
Messages
Cinergy cinemas wants to be the best place to watch a movie. This theater welcomes you
into a very comfortable and relaxed environment you will never want to watch a movie anywhere
else. Customers return 3 times a week with the membership to view different movies because
they enjoy the coziness of the theater. Register online today.
Promotional Mix and IMC Tools
The Cinergy cinemas uses advertising and public relations. Cinergy Cinemas Advertises
through face book movies which shows the trailer and the date the movie will be available and
the option for you to share it on your timeline with your friends. Cinergy Facebook page
allows you to make comments on the movie trailers and to just share anything you want to
about the regal on Facebook.
Sales Alignment
Cinergy builds relationships with the moviegoers, and they discover what moviegoers need to experience a good time at theater. Cinergy applies what they’ve learned about the moviegeors wants to the business. Cinergy gets repetitive customers because they listened to the wants and applied them. Cinergy monitors the feedback from customers can updates according to it which increases sales.
Budget: List marketing budget and resources required to execute your marketing campaign and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.
Item
Purpose
Cost Estimate
Employees
Needs workers to keep up all the theaters around the world.
$300.00
Movies
Needs movies people are interest in paying money to see
$500.00
Popcorn
Needs fresh and endless snacks customers can eat while viewing the movie
$200.00
Games
Needs games to entertain the younger group of kids while the parents are in line purchasing tickets or snacks.
$100.00
Recliner Seats
Needs recliner seats to keep up the comfortable relaxing vibe of the theater.
$75,0000
Estimated campaign impact: [15.8 million]
Timing
Activity Type
Brief Description
Audience
Owner
Today’s Date
Example:
Website Update
Add new key messages that fit repositioning strategy and audience focus
Tech company hiring managers
Jim Hill
7/20/22
Movie choices
Conduct research on what the customers want to watch
Moviegoers
Cineworld
8/20/22
Hiring Staff
Hire friendly associates to greet and serve customers
Cinergy cinemas hiring managers
Cineworld
9/20/22
Cleaning of theaters
Hire cleaning people to make sure the theaters are always clean.
Cinergy Cinemas hiring managers
Cineworld
Date
Cineworld
11/20/22
Advertise
Use social media to promote the movies and the days they are showing.
Moviegoers
Cinewood
3/20/23
Open Theater
Open the theaters to moviegoers
Moviegoers
Cinewood
The steps Cinergy can take to reduce risks are add table side food to the menu, stay fully stocked with popcorn, create some more workforce diversity, take away the mask, upgrade to heated seats and have waiters bring the food and not have a 30-minute timer on when to order. Instead of us having to go to counter and wait for it there.
REFERENCES
Group, C. E. (2023, July 14). About us: Cinergy entertainment. Movies, Bowling, Axe Throwing & More. https://www.cinergy.com/about-us
Cinergy. CB Insights. (n.d.). https://www.cbinsights.com/company/cinergy/financials
.
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