6. Lets understand the Cinema Consumer….. A snap shot of Project Candy “Broad movie-going behaviour”
7. How Often Do We Go To The Movies? Base: Total sample, n=755 One in three go to the movies once a month or more frequently *Source: Project Candy 1997 Heavy Medium Light Very Light 10 24 39 27 4 6 11 13 27 23 17 0% 50% 100% Once a week or more often Several times a month Twice a month Once a month Once every 2 or 3 months Once or twice a year Less often
8. How Does Movie Behaviour Differ By Age? Base: All in each segment *Source: Project Candy 1997 Teens and 18-24 year olds the biggest supporters of the cinema channel Infrequent % Frequent
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11. Who Do They Go To The Movies With? Under 18’s going with “the group” Over 18’s going with their partner Base: All movie-goers, n=469 14-17 (50) % 2 9 6 24 32 26 18-24 (101) % 2 37 5 27 22 7 29 58 Opportunity: Focus on socialising aspect of brand and movies *Source: Project Candy 1997 20
12. What Do They Do Before The Movies? 1 in 2 doing some activity before the movies. Mcd is a key gathering place for teens. Combining movies and dinner is popular with adults. Base: All movie-goers, n=469 14-17 (50) % 73 35 6 19 15 11 - 41 18-24 (101) % 56 8 6 10 9 26 6 14 Opportunity: Relocate sales to Concessions *Source: Project Candy 1997 14
13. When They Get To The Cinema Most arrive in time to see everything, even the slides. Teens more likely to gather very early. Base: All movie-goers, n=469 14-17 (50) % 25 48 26 1 - 18-24 (101) % 11 54 20 15 1 78 *Source: Project Candy 1997
17. Step 1: Persuading Consumers to Purchase Refreshing Movie goers Promoting Movie going Entertaining Movie goers
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19. Step 2: Driving Traffic Refreshing Movie goers Promoting Movie going Entertaining Movie goers
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21. Step 3: Enhance The Experience Refreshing Movie goers Promoting Movie going Entertaining Movie goers
22. Entertaining Movie Goers Objective: Build Coca-Cola brand preference Enhance the movie going experience Strategy: Utilise cinema channel as a media - screen advertising - billboard Resources: Media fund Creative development fund Consumer research Outcomes: Build Candy Bar ritual Increase consumer satisfaction
Here to discuss cinema sales and profit, however, before going into specifics, need to have a broad understanding of movie going behaviour. Will start with overview of movie going behaviour, then look at specific Concessions behaviour, then discuss Coca-Cola’s approach to driving Concessions sales in Australia.
Start by understanding how movies fit into consumers leisure behaviour We can see movie going is a popular past-time - 1 in 3 consumers go at least once a month From this we understand it is an important part of consumer lesuire repertoire
Once we understand how often people are going, next step is to understand WHO is going This chart shows us that heaviest users are teens and 19 - 24. Good news for Coke/Concessions managers because these people are also our heaviest consumers.
Now we understand who’s going and how often, most important point to understand is why they are going Basically, movies is an escape mechanism to be with friends to be engulfed by the overall experience Football comparison Think back to the 2 week cycle that Debra described, it is more a planned ‘event’ than a simple, spontaneous ‘activity’
There are also some practical considerations - particularly for teens who are still bound to parental rules They are allowed to go - safe, known environment Easy to get to Non threatening - popular choice, familiar routine, don’t have to dress up
Once we understand who is going and why they are going, another important point is who they are going with. Again like frequency, differs by age - younger consumers tend to go with friends, older people with their partners. Opportunity for us is to tap into socialising aspects of experience and brand - discuss that in more detail later.
Interesting to understand what else is encompassed in movie experience Opportunity to draw consumers into Cinema earlier and capture sales. Also ties back to 2 week cycle - other activities incorporated into whole planning process.
We can already see, that teens, 18 - 24 year olds are more like to arrive earlier - so our challenge is how to we use that time to generate sales?
Looked at overall behaviour Understand - teens young/adults heaviest users. Understand - why they are going, who with and we know what they purchase from the CB and how they view it, so now let’s look at how we like to work with our customers to drive profit, based on u/s overall consumer dynamics.
Here to discuss cinema sales and profit, however, before going into specifics, need to have a broad understanding of movie going behaviour. Will start with overview of movie going behaviour, then look at specific Concessions behaviour, then discuss Coca-Cola’s approach to driving Concessions sales in Australia.
Australian program which has been developed across all of our channels specifically designed to drive incremental sales and profits.| Objective of program is to establish an integrated merchandising plan which communicates with consumers as they move through the cinema experience. Essentially involves communciting with consumers as they move through the environment:- Firstly on arrival - make them consider a drink Then as they move through the shop, or in the case of cinema, towards the Concessions area, convince them that what they really want is an Icy Cold Coca-Cola Finally, if they have already made their purchase, remind them that there is still time to buy a drink Key to program - is Relevance to environment and consumers Customised by channel - to a degree by customers.5%
Firstly we need to understand how our consumers are moving through the cinema environment. In Australia there are basically 3 options Talk through options Our objectives are to a) interact with as many consumers as possible b) influence some of those consumers to visit the Concessions and area and either buy a Coke or upsize their purchase We can apply the theory of the program to interact with consumers as they are moving through the cinema Lets look at some examples of how this could be done
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