Group 3 Anurag Awasthi xx Gaurav Karanwal Nitin K Gond Shubham Singh Sukhjit Singh Ghuman Vishal C.Patel

Started in Bakersfield, California but failed by picking the wrong place In 1996 they opened Alamo Drafthouse in Austin’s Entertainment district. Second – run movies for year olds Special events – Austin Film Society Events – Cult films (18-30 years )

Unique order servings of beer/wines, appetizers Waiters serve and collect bill before and during movie with no verbal communication Ticket Price: $ 4.00 Average spending $5 to $12 55% of income comes from food and rest 45% from alcohol. Limited capacity of 214 seats and high labor costs

Marketing analysts use market position maps to display customers' perceptions of a firm in relation to its competitors regarding two attributes “Food quality" and “Movie selection" as axes.

Good Bad BroadNarrow Movie Selection  Food Quality  ALAMO DRAFTHOUSE

“Alamo Drafthouse Use "Strategic Service Vision" framework to describe “Alamo Drafthouse” in terms of target market segments, service concept, operating strategy, and service delivery system.

Austin's residents Region Smart 25~40 year-olds→ Second-run movies- 18~30 year-olds predominantly male→ Cult-movies Demographic

Theater that serves food and alcohol during movie Serving second-run moviesNot disturbing the moviegoers

Providing pleasing experience movies along with food and drinks Long skinny tables with enough space for undisturbed serving

Waiters don't speak during movie and they explain the rules to customersMany waiters (15-17)Effective facilities (space and paper communication)Good food serviceAnswering every piece of personally

Alamo Drafthouse” Identify service qualifiers, winners, and service losers for “Alamo Drafthouse”. Are the Alamo purchase decision criteria appropriate for the multiplex movie theater market? What do you conclude?

Movie playing selection Food Quality

Convenience Shorten hours and raise satisfaction by doing two things at the same time Unlike most theaters, accommodat e tables where consumers can place their food and drinks Enough space between rows exists so that personnel can take orders and serve and customers can slip out Price Keep ticket price low, typically $4.00 Adequate location Downtown area with floating population

Service Losers Alamo has just 215 seats, reason being that they wanted to leave enough space in between each seat Showing second-run features and cult movies, it is limited to particular age groups

Alamo is located in downtown. Short walk from one of the main club and restaurant areas. Attracts people who like second- run features and cult-movies. Provides three services with minimum verbal communication

Purchase decision criteria not matching multiplex – Central Location not Needed – Mass audience Purchase decision criterion matching multiplex – Special services provided by GOLD class cinema for limited seats.

Make recommendations for Tim and Carrie that would increase profitability.

Price of movie ticket should be based on Day Screened Age Group (Student Discount etc) Increase ticket prices of Special Events It needs to show recent movies, not just second-run features and cult-movies.