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Cinema Brand Management And Research Marketing Essay

Executive summary

In present highly competitive business cases companies across the globe strive really hard to create business impact and draw in international market segments. Swift change in technical and business transformations happening around the world have drastically evolved the inner and exterior business operations of the organizations. Today companies are keener about their image and acknowledgement in the marketplaces as brighter image makes them sustainable and long lasting in competitive markets. Here in today's case the survey deals with concept of branding and its own significance in today's day competitive business scenarios. Three major market giants namely ODEON cinemas, Cine World and Vue cinemas of UK's entertainment industry have been examined and assessed their brand position, image and brand effectiveness. Predicated on this analysis and evaluation the brand image and position of these companies are likened in order to find the effectives of each individual brand in UK entertainment market. The survey successfully evaluates the position and recognizes how well each individual brand is linked to the clients. It also specializes in customer response for better analysis and knowledge of these brands. All of the available resources are being used to find required materials and information in order to get ready this article for better research and understanding.


"Brand is a name, term, signal, symbol or design or a mixture of them, intended to define the products or services of one seller or band of sellers also to distinguish them from those of rivals". Many of the early on studies have efficiently established the actual fact the branding has always helped the organizations to keep in advance in competitive marketplaces. Companies believe that building the branding is right technique to compete efficiently and effectively in present global market. Organizations throughout the world strive hard and invest enormously in the process of creating brand image which in turn provides companies an edge for their products and services in countrywide and international market segments. Today companies work very difficult and carry ongoing research in building unbeatable brands and their sustenance in competitive marketplaces. A more robust brand always fetches organizations better business potential clients and will keep them a head in competition. Companies gain competitive edge and preserve for longer amount of time in the market with well build brand image. Today many companies such as BMW, TOYOTA and MERCEDEZ BENZ have marvelous brand pursuing in global market. These organizations succeeded in building extensive brand image and their position is unbeatable which made them world's most influencing market giants in automobile industry. Today companies focus on building brand image irrespective of their industries or key businesses. Organizations from different areas such as food, textile, automobiles, entertainment and bank are involving positively in building or improving their brand image. It is necessary that companies continually monitor and evaluate their brand position and take necessary activities to enhance their brand image in competitive market segments for sustenance and better business leads.

Here in the present case three most influencing organizations of United Kingdom's entertainment industry have been chosen for analyzing and evaluation their brand image and position on the market. Reports also evaluate and identify how rigorous each of these brands are and exactly how well each individual organization is connected to customers.

Many business factors influences companies to build brand image. Building a brand identity on the market consists of various factors such as

Advertisement: advertisement is known as to be most influencing and effective tool used in building brands. It can help the companies in building unbeatable brand image for their products and services and also will involve actively in changing brand in to well known in the market. Advertisement employs various programs and creates the feeling in customer imagination which gives long lasting sustainability and customer retention. Today the popular brands such as Coca-Cola still invests large sums in advertising as it can help the company in gaining competitive benefits in competitive markets.

Quality of Products: Quality plays vital role in building brand image and brand positioning, despite of extensive advertisement campaigns companies neglect to make an impression in customer head with their products due to lack of quality in products/services. It is necessary that companies take intensive research for product/service development. It is the quality making customers to stick to particular brand for longer time.

Associated services after sales: In present business styles service after sales is playing a essential role on the market. Companies need to stand behind their product and ensure optimized performance from the merchandise or services sold to customers. Better brand image can be created with the services which are associated during and after sale. After sales service fetches the company improved brand image along with repetitive business. Brand remains in customer minds longer with these services which normally achieved by extensive advertisement campaigns involved huge investment funds. Brand boosts its value through customer satisfaction which include increasing product/service value which is very much necessary in today's day competitive business cases.

Brand image can be created effectively with the involvement of important elements such as Logo design, Uniqueness, Slogan and client satisfaction. Here in the present case uniqueness and customer satisfaction plays vital role in building better brand image as the organizations are related to entertainment sector.

Odeon cinemas and Branding:

Odeon cinemas have been enjoying a dominant position in entertainment industry of UK since decades. It is considered to be one of the largest cinema chains in United Kingdom. It's been entertaining the united kingdom audiences over years and they have captured movie theater market which entertains more folks when compared to other market players in UK's entertainment industry. 1 / 3 of the tickets bought from UK are from Odeon Cinemas which build the fact that Odeon Cinemas is key influencing movie theater chain on the market. Odeon cinemas was founded by Oscar Deutsch in 1930 which was later purchased by J Arthur Ranking 1941 who was fond of film syndication and production. The Get ranking organizations lead Odeon cinemas for even more 58 years.

Brand Slogan: Odeon Cinemas- Fanatical about Film

Brand Image:

In the year 1998 Odeon cinemas has been through extensive re-branding campaign which made Odeon cinemas greatly strong brand in United Kingdom market. The Re-branding plan has further reinforced the prevailing the brand image that was later developed as market head in UK's theatre industry. With the improved brand image and steady growth rate Odeon cinemas been successful in adding "Fanatical about Film" to the united kingdom cinema-goer which created a revolution and UK audiences have savored the enhanced services. The Odeon Leicester square was upgraded with 3 million pounds as part of refurbishment and re-branding campaign. Later on 21st February 2000 newly re-branded Odeon was acquired by Cinven from ABC Cinema string and Odeon has turned into a part of ABC theatre chain. The recently united cinema string was re-branded which has brought constant positive development to Odeon cinemas for next two years.

Brand position: Odeon is well known and occupied position in world's most influencing cinema chains and it is considered to be largest in European countries. Odeon under Terra group has been subject to considerable changes and the Terra group successfully transformed 350 displays directly into 3D during the first quarter of the financial calendar year 2010.

Brand Success:

More lately the Odeon movie theater was purchased by Terra organization which really is a private equity firm on September 2004 and and yes it also attained United cinema International in October 2004, Now Odeon cinema group is looking forward to enhance their market share and wanting positive development which ensures to keep its unique position in movie theater industry of UK. Odeon cinema has been unique in its style and always offered difficult competition to other key market players of United Kingdom Cinema industry. They have got upgraded themselves matching to changing tastes and interests of UK's audiences and advanced as unbeatable market player in entertainment sector. Odeon cinemas have effectively positioned the brand name at top level which has brought constant positive expansion over years.

Cine world and Branding:

Brand slogan: At the forefront in digital and 3D cinema

Brand position:

Cine world has grown as one of the most effective brand since its inception in the year 1995 by Stephen Wiener. Today a Cine world movie theater is to be one of leading movie theater groups in United Kingdom theatre market. Under cine world brand first multiplex movie theater was opened up in Stevenage. Since its inception cine world has registered positive growth in constant years and during 199-2004 cine world succeeded in adding 34 more multiplex cinemas to the prevailing cinemas under cine world brand. Later in Dec 2004 42 cinemas working under UGC theatre group were attained by cine world group which was merging of business with cine-UK business owned by cine world brand.

Brand Image:

Brand image can be defined as the impression created in consumer brain over a time period by continuous advertising and promotions. Today companies make investments huge amounts for advertising and campaigns. Companies succeed in creating more powerful brand image by being loyal to their esteemed customers. Companies will be entire responsible to meet the loyal customers giving services/products which can be needed by them. Cine world cinemas have always looked after their brand value giving the mandatory services with their dedicated customer in United Kingdom. "Digital cinema multimedia" on screen advertising business started out by cineworld had been making considerable progress in the recent years.

Brand success:

Brand effectiveness can be explained as the level to which the brand been successful in creating a mark using their product or services in the market. A specific brand is reported to be effective only when they make a competitive edge to their product or services. Brand will succeed only once company maintain distinctiveness and differentiation. Cine world unrestricted card account has been performing effectively in the modern times. It shows 8% higher development rate when compared to its previous yr. The subscriber bottom of cineworld is continuing to grow immensely in the recent years now it is interesting 2, 45, 000 people with their effective and productive services. The assistance proposed by cineworld are considered to be unique and it has offer excellent value to cine-goers and and yes it has extensively inspired people for browsing off-peak times. Cineworld consumer website has registered over 1 million visits per week which makes cineworld one of the 50 most visited websites of UK. Cineworld involvement in Tesco club card programme has shown remarkable response and it has continuously broadened during first two quarters of financial calendar year 2010.

Vue entertainment and Brand Image:

Brand slogan:

Vision: "Being the very first choice for theatre entertainment"

Mission: "To provide an unrivalled theatre experience with fantastic service provided by friendly and helpful people"

A Vue entertainment is continuing to grow rapidly which is one of the very most influencing key market players in United Kingdom. It is one of the leading multiplex providers and cinema programmers on the market. Being one among the most influencing movie theater brands along other two entertainment market giants such as Odeon cinemas and cineworld cinemas Vue entertainment has bought considerable market talk about and occupied place in among top three entertainment organizations. Vue Brand was were only available in the year 2003 and the business is successfully amusing UK audiences since that time with their fantastic services on the market. Vue been successful in building tremendous brand image in short span and interested over 37 million people since its inception which obviously demonstrates the brand has made remarkable growth in a nutshell period. Vue can be considered to be unique in offering services to UK and Ireland viewers and it has 95% of its car seats in stadium sitting screens which is considered to be modern state-of-the-art multiplex theatre circuit positioned in UK. It has the highest quantity of stadium seated monitors when compared to other key market players such as Odeon and Cineworld cinemas. Vue brand has redefined the benchmarks of comfort by presenting premium seating service under which over 12000 VIP chairs were provided to the audiences and it made the company a step forward in UK's entertainment market. Being one among the more developed brands of UK's cinema sector Vue has increased its brand image by affecting directly into fifteen significant acquisitions such as Hoyts, Town Roadshow, Ster Century and Cinemark.

Brand position:

"Placement is the artwork of creating a brandname that can persuade and realistically demonstrate its relevance to a customer's daily life to become his or her regular choice". Matching to Dettore "Setting is everything", he points out that proper positioning of brand helps the organization to recognize and classify the audience based on their needs, needs and expectations. These identified individuals can be used for better development of products and services which works with the needs of followers. Companies gain competitive advantages with their product and services in competitive marketplaces with proper setting of brands. Within the present circumstance Vue entertainment has successfully located their brands by understanding the ever changing likes and passions of UK's entertainment sector. Vue entertainment has been regarded as most active developer of new cinemas in UK's entertainment sector. Recently Vue has developed Vue Camberley (Nov 2008), Vue Bury -The Rock (Jul 2010), Vue Newbury (Nov 2009), Vue Westfield (Feb 2010) and Eastleigh (Apr 2009).

Brand Performance:

Vue has always given best services to UK audiences and taken care of distinctiveness and differentiation in services delivered to the customers. Beneath the control of strong and highly experienced management Vue has released many new services to its customers and it's been a step ahead in understanding and gratifying the ever changing need and requirements of followers. Vue has been providing a leading cinema experience to UK audience with constant growth range of innovative and will be offering engaged price differentiation along with superior technologies and continuous varying experimental benefits.

Vue stands out of the audience by pursuing well defined rules and culture that are characterized as follows:

Customer focused: Vue consider customer as excellent factor and always attempts to put the customer first

Innovative: Vue has always been a head in providing new ideas which helps them in being truly a step forward in competitive entertainment market.

Challenging: Vue always take lively part in controlling the difficulties by redefining and adding latest technology to fulfill the viewers.

Demanding: Vue has always preserved specifications in services wanted to customers.

Analytical: Decisions created by Vue management have always been educated which made the company to perform aisle free business functions.

Supportive: always assumed in posting ideas and getting opinions which helped the business in continuous research for service improvements.

Vue involve people owned by different sectors of the organization and it generates fun working environment. It works with passion and self-confidence in serving the clients.

Comparison of three Brands:

Here in the present case the statement successfully examined and analyzed the individual brand image, brand setting and brand effectiveness of three organizations. Based on findings and examination all the three organizations occupied top three positions in UK's entertainment industry. Odeon cinemas has successfully built unbeatable brand image in UK and Ireland. Terra firm is continuously buying Odeon brand as cinema business as continued to be good value in entertainment industry. Odeon cinemas along with UCI group is speedily spreading across Europe, today it advanced as number one operator in UK, Italy and Spain, concurrently it is working effectively in four other Western european marketplaces. Whereas on the other hands Cineworld group is growing as most important player and increasing its market share in UK entertainment market. Though it is growing swiftly cineworld need to work on various other aspects such as film scheduling, technology advancement, screen advertisement revenue is falling little by little, need to take wise decisions while selecting locations, new and existing rivals are embracing be threat to cineworld, need to generate required capital to build up infrastructure to be able to meet growing demand in UK market. Cineworld management has planned and integrated various business ways of overcome all these uncertainties in the financial year 2010. Odeon being 60 years old group in entertainment sector has more market share in comparison with Cineworld and Vue cinemas. Through the analysis carried on these three brands it can be observed that Odeon has built strong brand image, yet, in circumstance of brand performance all the three organizations are retaining equal benchmarks. Odeon has higher market share in comparison with other two market players. Odeon and Vue cinemas are operating multiple locations across UK and European countries boosting brand image constantly. In case of brand success Odeon cinemas is keeping distinctiveness and differentiation by various promotional offers such as "film enthusiast Tuesday", gives 25% on solution for premiere cards membership. It also has teen discounts and very saver deals which shows that Odeon attempting new things to grab more business.


After the detailed analysis and evaluation of brand image, position and performance of three brands particularly Odeon cinemas, Cineworld and Vue cinemas. Though cineworld and Vue cinemas are functioning their businesses at multiple locations the number places they are simply procedure is less when compared to Odeon they have to look to get more detailed places to operate which an advantage to the companies and increase the market share. As an entertainment company's cineworld and Vue cinemas need to improve their service levels and work continually for producing new promotions which produces more business. Classification of target market is essential and advertising extensively gives enhanced brand image and keep informing the clients about the changes made in the service levels and new promotions. Cineworld and vue need to work on increasing on brand effectiveness by maintaining differentiation and differentiation in services wanted to the faithful and esteemed customers.

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