Unfulfilled Need – The Proposed Service (Product)
The family entertainment industry has grown to infuse concepts of adaptability to current trends that garnered a wider demographic to target a new service. The power of entertainment in the movie industry provided the target demographic to experience the thrill of feature films with the family. However, the unfulfilled needs of providing an atmosphere where just adults are able to congregate and enjoy the movie experience become a challenge. Therefore, the need for a child care facility in theaters to enhanced parents movie going experience provides excellent opportunities on several platforms.
The opportunity available is for a more proactive approach to the theater experience by offering child-care services presents more ticket purchases due to the flexibility. In most cases, the adults are prone to limit the choices on which movie ticket to actually purchase for the whole family. The decisions are often conflicting amongst the family members to select the right movie for everyone involved. The miscalculation on the actual movie choice can cause harm between the family due to certain content might not be suitable.
Furthermore, the in theater experience with children presents a compromising endeavor, mainly, depending on the ages of the children the unpleasantness to maintain quietness during the movie while in a crowded theater. The children are more concern to foster the freedom spirit to express the enjoyment in watching the movie, therefore, creates the compromising position for the parents. Often of times, the parents are pressured to leave the theater and lose out not viewing the movie. The parents have to manage their own anger or resentment for leaving after a preplanned family night out.
The use of the child-care facility in theaters by parents are to satisfy the direct need for managing the children during an experience outing to see a newly released film. In many instances, the parents are left with the decision to either not go out to see the new film and wait till the movie is on DVD. However, the child-care facility offers a strong alternative to addressing the unfulfilled need by managing the children for the parents. Additionally, the child-care facility in the theaters provides the substance to sustain the attention deficient most often identified in children in the movie theater.
The stress associated with attempting to please children while watching a movie is tremendous and often results in parents not fully enjoying the experience. Case in point, the other patrons in the movie theater suffers from the unmanageability of the children. With the high cost of tickets and refreshments, the children should not facilitate the movie going experience in theaters. Instead, the family unit should be offered a productive option to cater to the needs of young children and adults, therefore, a child-care facility presents a winning coalition.
Proposal for Service Fulfillment and Price
The Take-Five Child Care Facility service to be provided will be offered within the confinements of the movie theaters to ensure the security, quality attention, and reliability. The options for the parents are to choose which g-rated movies for the children to watch and the refreshments to served at reasonable prices at additional 14% – 20% of ticket prices. The times of the movies for the adults are the same times for the child care facility to provide a smooth balancing entering and leaving the theater. The fulfilled service will provide the means for adults to experience a date-out night without the children in the immediate area.
The children are benefited with the congregation of other children and the freedom to express loudness and rowdiness to fully enjoy their movie watching experience. The children are managed by certified childcare professionals to assure the proper care is provided and presented at all times. The Take-Five Child Care Facility will offer the options to watch movies or a separate area to play with toys while the parents are in the adult theaters. The variety of choices offered in the child-care facility is individually priced from $10.00 to $30.00. The certified child-care professionals will interact with the children to later on provide the parents a reporting card to showcase the activity of the child during the visit.
Target Market Segment and Place
The identified targeted market is children in age groups from infants to 12 years old that highlights the most attentive market. The family unit targeted is units with multiply family members with one or more parent and two or more children. The core targeted market has an annual income of a range from $35,000 to $70,000 within a 30mile radius from a movie theater. The objective is for the majority of family units that visits the area theater at least 2 or more times a month. The focused effort to pinpoint the proposed targeted market creates the needed opportunity to successfully implement market segmentation with effective marketing activities for a concise marketing campaign (Armstrong and Kotler, 2007).
The reason for the selected target segment population is due to needs for children at a certain age group 0-12 and financially capable to paying for additional child-care services. Therefore, the place for the service will target the selected segment within the area of movie goers purchasing tickets and near the entrance way entering the movie. The direct placement of the service by staff employees to sell benefits for using the Take-Five Child Care Facility, answering questions, and showing the child-care facility to customers reinforce the advantages to buying the services. The targeted demographic population, additionally, presents a continued opportunity for word of mouth by sharing the experience for a real “date-out” at the movies and children that happens to be in the child-care facility located in theaters.
Marketing Mix Strategy – (Promotion) & the 4Ps
The benefits of using demographic segmentation for targeting a family unit are the increase share of consumers in the segmented market, high consumer equity, and brand equity that provides continued growth for business operations and in customer value. The objective is the philosophy for a designed plan for a customer-driven marketing strategy. The marketing mix strategy will present a significant position to finding, attracting, keeping, and grow the targeted population demographic by creating, delivering, and communicating the superior customer value offered in child-care.
In the pursuit to successfully use the marketing mix strategy to the demographic segmentation, the marketing initiatives are organized to focus on advertisements, radio promotion, mailings, and direct soliciting during all movie showings. The set of controllable and tactical marketing tools will blend with the product, price, place, and promotion to produce the desired response from the targeted market. The movie theater company’s marketing strategy outlined which customers the company is to served in an effort to create value.
The marketing mix strategy for Take-Five Child Care Facility will present a synergy of the 4Ps in relation to the 4Cs for a cohesive approach to expand brand identity and equity. The promotion will be focused on the product-customer solution to take-five using the child-care services within the context of balancing the price-customer cost variable for affordability. The promotion will cater to the necessity by solidifying the place-convenience concept where the targeted segment population congregates 70% of the time. Therefore, the promotion-communication main message is primarily by child-care professionals to persuade target customers to buy the service. (See Figure A).
|Four Ps||Four Cs|
The marketing mix strategy is concentrated on the intended value for the Take-Five Child Care Facility to customers that reinforces the movie theater brand for value proposition. The marketing mix of the product addressing the needs for child-care are benefited of the value proposition by a showcasing clean, activity filled, and near location presents an attractive service. The value proposition main key points to the product, price, place, and promotion is incorporated by offering child-care services at reasonable prices and located in the immediate area of need. Consequently, the child-care professionals selling the concept for a take-five alternative to influence the targeted market for consisted marketing strategy mix.
Customer Service Plan
The planned for a relationship with customers are to instruct a CRM program that addresses the needs identified at different touch-points. The objective for 75% of all movie ticket purchases and child-care services will be tracked towards a total rewards card. The data received at each swipe of the card feeds into a data warehouse for analyzing. The data mining process will be focused on the how often they visit and how and how much they purchase movie tickets. The customer service plan fundamental approaches are to randomly survey the targeted market population to provide updated information for increased customer value. The data received are incorporated into an approach by contacting customers by telephone, post-cards and email. The strategy will include a retention objective to provide a frequency marketing programs that reward customers who buy frequently. The results will present the brand identity and brand equity to be increased towards purchasing the child-care services for a successful and profitable outcome.
Armstrong, Gary and Kotler, Philip (2007) Marketing: An Introduction Eighth Edition, Pearson, Prentice Hall, Upper Saddle River, New Jersey