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Unfolding Marketing Strategy of PVR – with Detailed Explanation

Updated on: Oct 17, 2022
Marketing Strategy of PVR - Featured Image

In a previous article, we learned about the Detailed Marketing Strategy of Warner Bros. It is a really astonishing article on America’s premium multinational media. In this article, we are going to elaborate on the marketing strategy of PVR cinemas.

The objective is to learn and get insight into PVR and how it became such a reputed brand in the minds of people and a great competitor to other screeners.

The world is getting more digital day by day and as marketing is important for a company, digital marketing comes into the picture. As users across the world go digital, marketing has followed them digitally as well.

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We will fully cover the marketing strategy of PVR by the end of this blog. Before getting into marketing strategy let’s learn about the company’s overview and STP.

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PVR – Company Overview

Marketing strategy of PVR - PVR logoSource – www.pvrpictures.com

PVR Ltd is called Priya Village Roadshow. They currently operate 846 screens in 176 cinemas in 71 cities in India and Sri Lanka. This company was founded by Ajay Bijli in 1997. The company’s headquarters is located in Gurugram, Haryana, India.

INOX cinemas are the biggest competitor for PVR as they both provide a wide range of screening in India. INOX is a great competitor as they have 163 cinemas in India. In 2022 PVR officially announced that INOX is merged with PVR.

PVR cinemas is awarded as Top Multiplex Chain of the year in 2019. They have built a beautiful brand with many strategic joint ventures and investments that made them the most outstanding company in India- Media sector award in 2019 from Asiamoney Asia’s companies poll.

PVR cinemas offer a wide range of screenings like PVR IMAX, 4DX, Playhouse, GOLD, LUXE, P[XL] and ONYX. They also provide advertising services while screening movies in their theatre.

Quick Stats on PVR

CEOMr Gautam Dutta
CMOKamal Gianchandani
Area ServedIndia and Sri Lanka
IndustryEntertainment (Movie Theaters)
Revenue₹31,187 million
VisionGrowth of the society with quality, precision and affordability.
TaglineBringing smiles.

 

Marketing strategy of PVR –

 Let’s unfold the marketing strategy of PVR ltd in the coming part of the article.

Segmentation, Targeting and Positioning 

Segmentation – 

  • PVR Gold Screen 
  • PVR Superplex 
  • PVR Playhouse – It is a 49-seater auditorium in which child movies and animated content are showcased in 3D format.
  • PVR 4DX – Movie theatre that introduced 4D in India.

Targeting – PVR‘s target audience is Upper Middle-class families as they are the best target audience for most consumer products. As India is mostly populated by middle and upper-middle-class people they are the right target for theatre as they are will in to watch the movie with their families to reduce their work stress and to spend time with their families.

The audience of age 18 -55 is in power, and position and willing to spend on entertainment. PVR is well-grown in North India and after acquiring  SPI cinemas it became more popular in South India.

Positioning – PVR Ltd has made a position for the theatre, production, hospitality and quality food and beverage they provide in their theatres.

Marketing Campaigns

Marketing strategy of PVR - Marketing campaign

PVR cinema collaborated with the RRR promotional activity. In honour of the movie PVR has changed its brand name and referred as PVRRR for a few months. This collaboration was done to promote the movie across in the most unique way.

Marketing Strategy of PVR - Marketing Campaign

The main theme of this campaign was ” World Of Flavours”. Keeping in mind the preference and tastes of Indian people they launched popcorn in 4 unique flavours: Cinema Butter, Lightly Salted, Mexican Cheese and Lemon Pepper.

These were PVR’s first FMCG products to be launched in the market outside the movie theatres. PVR got an extremely positive and good response to this PopMagic launch from their audience.

OUCH THE COUCH Campaign 

Marketing Startegy Of PVR - Marketing Campaign

PVR created a new campaign # Ouch The Couch. This campaign was launched during the pandemic. At the time of the pandemic as the theatres were shut down and people watching movies on their couches was the best pass time.

Keeping this in mind PVR launched the campaign #ouchthecouch in this they had to click on the link or image on the post and send a short video on how much and why they miss watching movies in cinemas/theatres.

And then when the theatre would open they would make a short film out of the videos and show them in the theatre and post them on their other social media platforms.

Social Media Marketing

PVR Ltd is active on Social Media like Instagram, Twitter, LinkedIn, and Facebook. PVR has more followers on Instagram than on Facebook and Twitter, and at last, comes LinkedIn.

  • Instagram – 406k followers  
  • Facebook – 20L followers.
  • Linkedin – 51.6K followers.  

PVRs have their followers engaged with their content on regular updates of new movie releases and their special offers on tickets and food and beverages.

SEO Strategies

Marketing Strategy of PVR - Ubersuggest screenshortSource – UberSuggest

 As per the SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see pvrcinemas.com has 169,598 organic keywords and it is amazing that means the digital marketing strategy of PVR has gained much insight for their website.

Also, the traffic for the website per month is 1,469,547 which is amazing and they have a strong SEO strategy which is the greatest strength of PVR Ltd.

Influencer Marketing

The influencers of PVR cinemas are the celebrities as they influence the audience to watch their movie in PVR cinemas.

It helps the PVR cinema to be a hot topic with the movie as both the movie and the brand are being influenced at the same time.

Ecommerce Strategies

PVR has its own website where it sells its cinema tickets and food and beverage and also we can contact them to screen advertisements in their theatres.

They also sell their food and beverage through the help of swiggy and zomato as they are the leading food delivery apps in India.

PVR has a special privilege for Kotak banks PVR credit and debit cards.

Mobile Apps

PVR has its mobile app to book tickets. PVR mobile applications provide all the services which their official website provides like booking tickets and new offers available and many others.

The app is available in both the google play store and the apple store. PVR mobile app has 50L+ downloads with ratings of 4.6 on the play store. This shows that customers are satisfied with the working of their mobile app.

Content Marketing Strategies

They are highly active on all the Social Media platforms to attract the audience to visit their theatre to watch that movie and this content marketing strategy helped them to bring more organic traffic to their website.

Also, many news blogs cover all the activities of PVR in ZEEnews, Business magazines, The Hindu and The Times etc.

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Conclusion – What’s Unique in PVR Marketing?

The marketing strategy is very strong and clear in its vision and mission. As there is to grow society with quality, precision and affordability. They are stepping into every field to bring smiles to the people. PVR has only developed their digital marketing strategy and smart joint ventures to create the brand that today.

Their unique content and games in their social media platform attracted many audiences and the infrastructure of their theatres and their heartwarming services and quality food and beverage in affordable range and combo offers. 

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We hope this blog on the marketing strategy of PVR has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of PVR, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of PVR in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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