Brief:

USE OF DESIGN-THINKING METHOD

(Detailed steps are after the idea)

This brand experience ideation process began with empathizing with the target audience to understand their needs and preferences deeply This empathetic approach defined a clear problem statement using methods like POV and HMWQ, pinpointing customers' main challenges.

In the next stage, I brainstorm and generate creative ideas to tackle the identified challenges. These ideas served as the foundation for the brand experience design.

To visualize and test the feasibility of these ideas, prototypes were created. These simplified models allowed experimentation and iteration, refining the concepts based on real-world feedback.

Following this empathize, define, ideate, prototype, and testing approach, the brand experience was tailored to the customers' specific needs and preferences, leading to a more engaging and customer-centric outcome.

Target Audience

1. Budget-Conscious Moviegoers: This group includes students and youth who enjoy watching movies in groups while being mindful of their expenses. They are interested in affordable movie experiences and trendy activities. People who prioritize budget-friendly options when going to the movies and are keen on getting value for their money

2. Youth and Students in Groups: This segment comprises young people who prefer going to the movies in a group setting, seeking a social and enjoyable experience.

3. Experience Seekers: This group is interested in trying out new and trending activities, including movie experiences, while considering cost-effectiveness.

4. The active target audience: comprises social movie lovers who enjoy discussing films, meeting new people, and prefer group theater experiences.

The primary focus is on the middle-class population in India, where many individuals value affordable options and seek trending experiences. Social media will play a vital role in the marketing strategy as it enables reaching a broader audience and engaging with people who follow trends and influencers. Social media can create awareness and drive interest among the target audience.

Empathise & Problem Statement (overview)

My primary research of 50+ interviews and 20+ Google Forms responses revealed that the most common pain point for PVR theater patrons :

High food prices: 25 people (35.71%)

The high convenience fee for online booking: 18 people (25.71%)

Expensive experience in comparison with OTT: 14 people (20%)

Problem with the parking area: 13 people (18.57%)

Idea:

Multi-plex- PVR Cinemas

Movie: Barbie.

Subscription Program: Club PVR Unlimited.

Objective: To recruit membership for a new subscription program called PVR Unlimited. Indian films are consistently released on Fridays.

The Ordinary World:

A group of enthusiastic young Indian movie-goers, passionate about cinema and eager to stay up-to-date with the latest trends, express their concerns regarding expensive and inconvenient movie experiences in PVR. (convenience fee while booking online, expensive food, long queue, and more. )

Invitation /Call to Adventure :

- Influencer Prajakta Kohli will promote PVR Unlimited. (She has over 27 million subscribers on YouTube and over 10 million followers on Instagram. also, the young crowd who are middle-class connects with her as she has faced similar issues like budget and inconvenience )

-Immervise Banners in PVR theatre before the launch to cater to audience attention, stating PVR Unlimited benefits)

(Social Media: In this generation, the power of digital technology or social media is immense, and it is an essential tool to cater to the audience, especially Indian youngsters, as every youngsters are there on Instagram, and nowadays, all the marketing agencies are also doing the same

Overview of the first-week experience :

Pre-Visit:

- The venture aims to simplify club members' lives with easy online ticket booking, a 20% convenience fee discount, and hassle-free parking using personalized unlimited cards.

Experience in PVR Theatre (overview)

Regularly Group meal offers & Birthday specials: When you celebrate your special day at PVR, you can look forward to a delightful experience. Enjoy complimentary popcorn while watching your favorite movie. PVR will also give you a personalized gift, making your birthday special. And during the movie's interval, you'll be surprised with a heartfelt birthday wish displayed on the big screen. It's their way of making you feel loved and cherished on your special day So come, celebrate your birthday at PVR, and create beautiful memories you'll cherish for years to come.

Friday, You will meet influencers or celebrities and personally experience the red carpet-moment.

Sat Welcome to PVR's enchanting "Couple's Night: Ken & Barbie Edition," where we've transformed our theater into a dreamy wonderland for you and your partner.

Tue Special food services related to the movie, ex: pink and blue donuts, ice creams, cupcakes, and salad plates for health-conscious people with personalized notes.

Wed Come along with your life Barbie and get the chance to make a reel with Prajakta Kohli on your favorite Barbie song.

Thurs: Panel discussions with critics like recommend society Humans of cinemas.