Académique Documents
Professionnel Documents
Culture Documents
Agenda
Cluster Composition
Amusement / Recreation
Cinema Theme / Amusement Parks Beaches / Picnics Aquarium/ Bowling/ Museum
Special Events
Outdoor Exposition / Fair / Circus / Parade / Festivals Special Events
Cinemas...
Fact:
Fact:
Multiplex Only:
4
10 6 11 24 13 27 27 Light Medium Heavy
Less often
0%
Base: Total sample, n=755
17
50% 100%
17 29 23 27 24
Frequent
10 23
2 12 27 48 40
11 23
17 29
29
23 33 26
19 17
26 25 16
4
17
4
All 14+
14-17
18-24
1/2 per month
25-34
2-3 mths
35-49
1-2 yrs
50+
Less Often
Permissible
Convenient
No Hassles
18-24
(101)%
Self
5 32 21 21 13
20
2
9 6 24 32 58
2 3 7 5 27
Opportunity:
Focus on socialising aspect of brand and movies
2 2
7
29
26
50%
100%
*Source: Project Candy 1997
18-24
(101)%
Did something McDonalds Other fast food Video games Shopping Restaurant/Cafe Pub/Bar 0%
Base: All movie-goers, n=469
50 9
14
73 35 41 6 19
56 8 14 6 10
Opportunity:
Relocate sales to Concessions
5 6 9 22 4
15
11 -
9
26 6
50%
100%
*Source: Project Candy 1997
18-24
(101)
Early, to hang out with friends 10-15 mins before the show As show began Previews started Movie started 1 0%
Base: All movie-goers, n=469
10 56
78
25 48
11 54
22 8
26 1
20 15
50%
100%
*Source: Project Candy 1997
VOLUME
TRAFFIC
ENTERTAINMENT
..and building a Business Plan which leverages the strength of the Coca-Cola System
Refreshing Movie
Promoting
Movie
Entertaining
Movie
goers
Driving incidence through promotional programs and operational excellence
going
Leveraging the properties of the TCCC System to drive traffic
goers
Building an association between CocaCola brands and the movie experience
Objective
Driving Volume
Strategy
Resources
Outcome
Objective
Drive Traffic
Strategy
Total Circuit
Competitive Zones
Resources
Outcome
Strategy:
Resources:
Outcomes:
Drive Volume
Concessions
Ticket Counter
Summary