BM0078
Marketing management
2010/2011 Semester 2
ICA 2
Diploma in Business Management
BM0930- BK
Group members:
Heng Yun Han 091724Q
Ivan Ong Jun Yi 094034T
Jonald Tan Jia Hao 092080H
Muhammad Azfar 094304N
Ofelia Lim Shi Yun 091867C
Wong Shi Nee Marcia 093373B
Date of submission: 12th January 2011
Submitted to: Miss Susan Paua
1
Industry/Market overview
Filmgarde Cineplex was established as a new and independent Singapore Cineplex to provide an
interesting and quality alternative to the current local movie exhibiting scene.
Having started from ground zero, Filmgarde Cineplex prides itself on getting back to the
fundamentals - and doing them really well. Their most popular snacks are the super-licious sweet
buttery popcorn and hot cinnamon coated churros for a start.
Filmgarde Cineplex screens all the latest Hollywood and Asian blockbusters upon their theatrical
release locally to ensure that all movie cravings are satisfied and catered to.
At Filmgarde Cineplex, they also understand how important comfort is, and thus luxurious
legroom is standard feature across all their theatres, and not to mention the state-of-the-art
screening and sound facilities which are fitted to enhance your total cinematic viewing
experiences.
Filmgarde Cineplex opened its first outlet at Leisure Park Kallang at end December 2007,
followed by its current flagship outlet at the entertainment-retail mall Iluma, right at the heart of
the vibrant, artsy district of Bugis in April 2009.
SWOT ANALYSIS OF THE COMPANY
Strengths
-
Luxurious theatre
Filmgarde Cineplex is a newly established Cineplex in Singapore, with no more than 3 years of
experience. Its main aim is to provide a quality alternative to the current local movie exhibiting
scene. It has recently introduced another outlet at the entertainment-retail mall iluma, thus having
only 2 stores in Singapore.
Filmgarde is known for its luxurious, as luxurious legroom, state-of-the-art screening and sound
facilities are standards which feature across all their theatres as they are fitted to enhance
consumer’s total cinematic viewing experiences.
Filmgarde has always been able to keep themselves up to date by buying the licenses of the up to
date movies. These have put themselves into the position comparable with the other more
established Cineplex in Singapore. Details of movies that are not shown yet, are already
viewable on the internet, by doing so; consumers are being notified of those movies that will be
shown by Filmgarde.
-
Pricing & promotions
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Prices for movie tickets being offered by Filmgarde are of the same range as other movie
Cineplex in Singapore. Also, they are able to attend to the different segments of customers in
Singapore, by having different prices for different kinds of people. An example will be discounts
for senior citizens.
Promotions of Filmgarde are also available, by doing so, consumers are able to receive
merchandise items of the movies that they have seen as a memory or receive promotions on
various movies available.
-
Internet booking of tickets
Filmgarde also introduced Internet bookings to allow consumers ensure that they are able book
their seats before arriving at the Cineplex, this will ease the consumers of Filmgarde and provide
more convenience for them.
-
Corporate sales of movie tickets
Lastly, they also provides corporate sales of movie tickets, this will means that consumers are
able to book the whole cinema for private events. By doing so, they will allow the consumers to
customize their own usage of the cinema.
Weaknesses
-
Limited outlets
Filmgarde although is known for it’s luxurious, they only have two outlets, this will limit their
popularity among the population of Singapore, therefore it is vary difficult to compete with it’s
competitors as they are more common as compared to Filmgarde.
-
Additional charges
Consumers are required to pay an additional fee when booking through the Internet. This will
not attract but instead repel some of their consumers who are unwilling to pay the additional
surcharge. On top of that, Filmgarde does not provide student price for students who watches
movies in their outlets, this might one again repel some of the students as there are cheaper
alternatives available.
-
No movie gift vouchers & prepaid value cards
They also does not provide pre-paid value cards and movie gift vouchers, this meant that they are
unable to get the market of those who gives movies vouchers as gifts, especially corporate
companies.
-
Insufficient information channels
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Other than their website and their actual outlets, they are unable to pass information of the latest
or coming soon movies to the consumers. This will decrease the number of consumers visiting
Filmgarde as they are not aware of the movies available, therefore by creating a mailing list of
latest information of Filmgarde will be the best solution towards the lack of information being
passed down to the consumers.
-
Not socially connected
Last but not least, the social network, the Filmgarde is not connected with the consumers via the
various kinds of social network, like facebook, twitter and many others. This meant that they are
unable to receive any first hand information, be it positive or negative.
Opportunities
Singapore’s economy has shaken off the recession and is now booming. In the first half, our
GDP grew by 18% year on year. Many jobs have been created and unemployment has gone
down. Singaporeans can now look forward to higher wages and good bonuses. Therefore,
Singaporeans now have higher spending power for leisure and entertainment activities such as
watching movies.
-
More sophisticated sound facilities
As technology advances in the 21st Century allowing movie theatres such as filmgarde to have
and obtain sophisticated and state-of-the-art screening and sound facilities. Therefore this might
be able to entice more movie-goers to their state-of-the-art theatres.
Filmgarde being a new and independent Singapore Cineplex, its company size is relatively small
as shown by having only 2 theatres in Singapore. They are easily outrun by their larger
competitors such as Golden Village, Cathay and Shaw. Therefore Filmgarde could have strategic
alliances with smaller firms such Eng Wah thus having better resources and a competitive edge.
-
Open more Cineplex at the newly opened/to be opened shopping centres
As Singapore is one of the world’s most rapidly developing countries, new malls, shopping malls
are being built constantly. Filmgarde would be able to have more theatres geographically placed
in Singapore therefore being able to penetrate into other markets effectively.
-
Develop new services
Filmgarde could also have a product-development strategy such as developing new services, for
example having more variety of snacks available, better customer services such as snacks
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delivered to their seats during the movie. By doing this would means more customers and better
reviews therefore increasing sales.
Threats
-
Other competitors
Due to the competitive rivalry that exists in Singapore’s entertainment industry, Competitors
such as GV, Shaw, Cathay, Eng Wah and any new entrants to the market pose as a potential
stress. Filmgarde is able to do the things right from the fundamentals doesn’t mean that
competitor aren’t able to. In reality they do more than just the fundamentals right.
Illegal practices are also a threat as pirated movies are circulated around the world. If there is too
much circulation of pirated movies which are far cheaper than movies tickets .The demand for
movie tickets would decrease.
-
Limited filmgarde cinema
Due to the fact it is a new entrant to the entertainment industry in Singapore only having two
theatres in Singapore geographically it will be more difficult for movie-goers located away from
its theatre locations to reach therefore causing an inconvenience. Furthermore, competitors have
numerous more well geographically placed theatre in Singapore.
-
Movie censorship
As Singapore’s Movie censorship has historically been strict, ratings are stricter than usual
compared to other countries. Due to this barrier certain movies would not be able to be screened
unless it has been edited thus causing displeasure to move-goers. Filmgarde sales of tickets
would decrease.
As in Singapore the Censorship Review Committee (CRC) meets every ten years to review and
update censorship objectives and principles to meet the long-term interests of our society there is
a possibility that new censorship and regulation would be implement thus not allowing cinemas
to show certain movies thus results in lesser sales.
Competitive structure
Competitors
The movie industry consists of various entertainment companies for consumers to enjoy
watching movies. There are two types of competitors in the industry. One type is direct
competitors which consist of movie cinemas alone that compete directly with Filmgarde cinema.
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They are Eng Wah, Golden Village, Cathay and Shaw. The second type is indirect competitors
which consist of different VCD shops that allows customer to rent and buy movies CD to watch.
-
Cathay Cineleisure, Golden Village, Shaw Brother and Eng Wah (Direct
competitors)
Cathay Cineleisure, Golden Village, Shaw Brother and End Wah are similar Cineplexes like
Filmgrade that provides movie entertainment for their consumers. For example, Cathay not only
provides a cinema for consumers to watch movie, they also gives visitors a choice of
entertainment activities including lifestyle retail shopping, fine dining at restaurants, casual
dining in a themed foodcourt as well as a myriad of leisure activities found in the health spa,
health centre, beauty centre, social club, games arcade, cyber-cafe and a choice of six movie
halls.
-
Blue Max, Poh Kim, Video Easy (Indirect competitors)
Although Filmgarde is a company that provides movie entertainment, there are other companies
available. For example, Blue Max, Poh Kim and Video Easy that provides rental or purchasing
of movie disc for consumers to enjoy a movie at any other places other than the cinemas. Even
though the companies do not provide the same service as Filmgarde does. Consumers still get to
watch the movie but only at a later time as the VCD will only be released at a later date
compared to the cinema. However, consumers will still get to watch the whole movie if they
were to rent or purchase the VCD from the shops mentioned above, therefore, VCD shops are
indirectly competing with Filmgarde.
Primary customer segment
-
Demographic Segmentation-Age
The Filmgarde targets at teenagers who like to have gatherings with friends once a while and
since the other entertainments are more expensive for example, Karaoke, movies are considered
affordable for teenagers.
- Psychographic Segmentation-Life style variable
The most distinct attributes used by filmgarde under this attribute will be quality movie
entertainment. This is for those consumers who prefer to have higher quality movie
entertainment.
- Demographic Segmentation-Income variable
The Filmgarde provides movie tickets at about $10 each during the weekend, this price will
allow them to have about 2 hours of enjoyment.
Secondary customer segment
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-
Psychographic Segmentation-Life style variable
The most distinct attributes used by filmgarde under this attribute will be quality movie
entertainment. This is for those consumers who prefer to have higher quality movie
entertainment.
-
Demographic Segmentation -Family life cycle variable
The filmgarde also targets family units, this will allow the whole family to have an outing
together.
Market Research & Analysis
Q1. Have you visited Filmgarde?
Have you visited
Filmgarde?
39
Yes
61
No
Out of 100 respondents, 61 of them have not been
to filmgarde before, whereas only a handful of 39
patronize filmgarde before. This shows that
filmgarde is not well known to the majority. 61 of
them mostly patronize other cinemas, such as
golden village, Cathay etc. As these cinemas are
everywhere, unlike filmgarde which currently only
have two outlets in kallang and bugis. Filmgarde
are facing strong competitors and so it needs to be
strongly publicize.
Q2. What is your reason for watching a movie?
Reason for watching a movie
10
Leisure
Sequel Movie
18
17
55
Favourite Actor & Actress
High review & ratings of the movie
From figure 2, the pie chart shows the reason why people choose to watch a movie. As seen from the
graph, many people choose to watch movie as a form of leisure. Our respondents are between the age
group of 17-20. As choices are very limited when they are out, thus they usually choose movie as a form
of leisure. Out of our 100 respondents, 55 people have chosen this option.
The next reason for watching a movie is due to the respondents’ favourite actor & actresses. They
choose to watch a movie to watch their favourite actor and actress in action regardless of whether they
are interested in the movie. Some people may find the price of movie ticket very costly, however if their
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favourite actor and actress who only act in movie once in a blue moon, they usually don’t mind to spend
their money on movie.
The next reason for watching a movie is due to sequential movie. Example includes Harry Potter,
Q3. Which cinema comes to your mind first when you want to watch a movie, with 1 being the
most preferred choice and 5 being the least preferred choice.
Which cinema comes
into your mind first?
19
Golden Village
2
36
Cathay
Eng Wah
10
Shaw House
FilmGarde
33
From figure 3, the pie chart shows the cinema
that comes into the respondents’ mind first when
choosing a cinema to watch their movie. 36 out
of the 100 respondents have indicated that
Golden Village comes to their mind first followed
by Cathay with 33 people choosing this option.
This might be due to the reason that these 2
companies (Cathay & Golden Village) have many
outlets located conveniently for these movie
goers. There are 9 Golden Village & 5 Cathay
outlets in Singapore currently.
Filmgarde is the next choice that comes to
respondents mind. Filmgarde stresses on comfort
and thus they have luxurious legroom for all their
movie goers. Although filmgarde only has 3
outlets currently in Singapore, this comfort might
be the plus point for them when choosing a
cinema to watch the movie.
The 2 places that the respondents least think of
Q4 What is your monthly allowance for food and entertainment?
when choosing a movie is Eng Wah and Shaw
House with only 10 and 2 respondents choosing
Fromoptions
figure 4,
the pie chart
shows
these
respectively.
This
mightthe
bemonth
due to
allowance
that
the
respondents
get
every
month
the poor strategic locations of the cinemas or
the
solely
for
food
and
entertainment.
Majority
(56)
poor maintenance.
of the respondents get a monthly allowance of
16 14
<=$150
between $151 to $200. On average, these
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respondents can spend between $38 to $50
$151-$200
weekly. 14 of the respondents which make up the
56
$201-$250
minority who answered this survey get a monthly
>=$251
allowance of less that $150.
Monthly Allowance
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Q5. Should filmgarde open more outlets to increase their awareness? (Bugis & Kallang
Should filmgarde open
more outlets to
increase their…
21
Yes
79
No
Out of the 100 respondents, 79 of them feel
that filmgarde should open more outlets to
create more awareness, whereas 21 of them
feel that it does not really matter as they
normally patronize other cinemas such as
Shaw house, Eng wah. Filmgarde lacked of
publicity and thus by opening more outlets
enables them to increase awareness and also
include another choice of cinema into
customer’s considerations.
Q6. How would you want to receive more information/promotions about film garde
How would you want to
receive about
information/promotion
about filmgarde?
20
49
Via Sms
8
Via Email
Brochure
Poster
23
Most of the people choose to get information
through poster, so that they can read it while
waiting for their movie to start. This is the most
efficient way, as a good poster is able to attract
consumer’s attention. Next, giving out brochures
ensures that people everywhere are able to
receive information about Filmgarde. The third
way is via SMS, Filmgarde can send SMS to their
customers when they fill up the feedback form
with their stated contracts numbers and by this
way it can also be closer to their consumers and
reach them on the move. Lastly, send via email
seems to be the least choice among them, as
they feel that they rarely will read their mails,
unless it is a very important email, if not they will
not read and just delete it.
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Q7. Which are you most pleased about at filmgarde?
Which of the following
you most pleased about
filmgarde?
Services
Bigger screen
Comfortable seats
Good sound services
0
2
4
6
8
10
12
Out of the four characteristics, services seem to
the most valued factor by the customers,
followed by bigger screen, comfortable seats and
good sound services. From these results, we can
see that by providing fast and efficient services is
important, as customers feel that it takes up a lot
of their time to queue up for tickets and food.
The second important factor is bigger screen,
followed by good sound system. Customer
chooses to watch movie in cinemas because they
want to enjoy the facilities that they do not have
at home. Lastly, comfortable seats seems to be
the least important factor as customers feel that
they only stay in the theatre for at most 2hours,
as long as the movie is nice, together with good
graphics and sound effects, by just sitting on a
simple chair would be enough.
Q8. What are the factors that you consider when choosing preferred choice of cinema?
What are the factors
that you consider when
choosing your preferred
cinema?
Availability of movies
Place
Timeslot
Price
0
5
10
15
Among the four choices, the majority feel that
place is the most important factor when choosing
their preferred cinema, follow by availability of
movies. Customers want to catch movies at their
convenience. Be it near their home or places such
as central district areas, such as Orchard Road,
Bugis etc. However, some cinemas do not have all
available movies and different customers have
different preference for movies and so they feel
that it is important that the cinema they choose
have the movie they want to watch. The third
important factor is the timeslot and some movie
timing may not fit into their schedule and so
customers feel that there should be more available
timing for them to choose. The least factor is the
price and customers are not sensitive towards the
pricing of tickets. As most of the pricing are
standardize and they are willing to pay to enjoy the
leisure provided by the cinema.
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Q9. If filmgarde comes up with a membership programme, what type of benefits would you want
to enjoy?
What type of benefits
would you want to
enjoy?
Discounted
rate for food
17
30
3
Cheaper bulk
(more than 3)
movie tickets
15
Preview to
coming soon
movies
45
Accumulated
Loyalty points
Not interested
As seen from figure 9, the pie chart shows the type of
benefits the respondents would like to enjoy if they join
the membership programme if filmgarde comes up with
one. Majority of the respondents have indicated that
they would like to enjoy cheaper bulk movie tickets.
Next, 30 have indicated that they would like to have
special preview to coming soon movie. This will be an
advantage over the rest who do not join the
membership. Instead of waiting till the day the movie
debuts, the members can enjoy special preview to
movies that will be coming out in less than a week.
Next, 17 have indicated that they would like to have
accumulated loyalty points. In which they will get an
11th ticket free for every 10 tickets purchased over time.
This is not so much in favoured as compared to cheaper
bulk tickets. Cheaper bulk tickets can be given every
visit as long as you buy 3 and above, unlike the loyalty
programme which requires them to purchase 10 tickets
before getting one free.
The minority have indicated that they would like
discounted rate for food and 3 have also indicated that
they are not interested to join this membership
programme. Food serves as a complement to the movie,
however it is not necessary thus these movie goers will
feel that it is more worth it to have discounted rate for
movie tickets than for food.
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Q10. Which of the following do you look at when choosing a cinema? Rank from 1-5, with 1
being the least important and 5 being the most important factor.
Service
Venue
Timeslot
Cleanliness
Price
2
4
1
3
5
What do customers look at when choosing a
cinema
40
35
30
25
20
15
10
5
0
Service
Venue
Timeslot
Cleanliness
Price
From Fig 10, the graph has shown that the main factor that customers will consider is the price of
visiting the cinema. It is because they feel that it is unrealistic to set at a high price just to watch
a movie. Thus, patronage will be higher during the off peak period so that the ticket price is more
affordable. The second factor is venue. The venues of cinemas are also important when going to
the cinema. Most customers want to go to the cinemas which are located near their houses so that
they can save on transport fares. Next, customer feel the cleanliness of cinemas plays a
fundamental part in their experience of catching a movie. Everyone wants to enjoy their movie in
comfortable and clean cinema without any leftovers by the previous patrons. The second least
important factor is service. Customers feel that the services provided are standardized and should
also be fast and efficient. Most of the cinemas during peak periods, there are always long queues
of impatient customers. However, this is not a factor that affects one’s decision because online
booking is also available. Lastly, the least considered factor is the availability of timeslot. This
is so because there are a lot of available timeslot for customers to choose from for the current and
upcoming movies.
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The Program Formulation
Marketing Goals
The marketing goal of this marketing plan is to position Firmgarde among the top 3 cinema in
Singapore. The ways to measure are via the following factors:
1.) 25% increase in net profit
2.) Improved customer satisfaction (measure through Servqual attributes chart)
3.) Consumer to placed Flimgarde among their top 2 choice when they want to watch a
movie. (measure via survey or amount of market share)
Brand positioning to target segment
For brand position, we hope to position Flimgarde as a movie theatre which consumer first think
of whenever and wherever that want to watch a movie. In order to do so, Flimgarde must gain
market share and outshine its competitor. From our research, we know that Golden Village and
Cathay are our main competitors. With Eng Wah and Shaw slightly behind us. Therefore,
Flimgarde must employ certain relevant marketing and differentiations strategies in order to
outstand from this group of movie theatre in Singapore and achieve our goals of being top 2 in
the choice of consumer minds.
Marketing & Differentiation Strategies
Product
A product is anything that can be offered to a market to satisfy a want or need. In the case of
FirmGarde, it doesn’t have any physical product to sell. It product is in terms of service and the
experiences it delivered to customers after watching a movie. So what are the strategies to make
Film Garde’s different from its competitor? We will be focusing on service differentiations.

Customer Consulting
When customer are in doubt of the availability of the movie and the timeslot, they will be able to
obtain the necessary information as we intend to train the counter staff to be efficient in handling
customer enquiries and we would equip them with information of all movies being shown in the
Cinema. (E.g StepUp 3D is shown in Filmgarde, and then we will make sure all our staffs are
informed about the different timeslots, availability of seats and the movie rating).
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
Delivery
Delivery of the movie must be accurate and defect-free. We observed that sometimes, movie
schedules that were shown would often be delayed by a couple of minutes. Therefore, we shall
focus on showing movie at exact time with no delay. In addition, sound volume and video
quality must be good and consistent. As poor delivery of movie often irritates a customer,
therefore we must be careful and accurate in delivery. (Good experience for customers)

More consumers benefits
From our survey, we also found out that most customers would like to enjoy some consumer
benefits even as they purchase ticket. Some of these includes cheaper bulk ticket, loyalty points
etc. Therefore Flimgarde should look into having some loyalty point system to let customer
enjoy such benefits. We believe this will be able to attract more people and help gain market
shares.
Price
For price, we will be pricing Filmgard movie tickets by comparing closely to the average price of
a movie ticket. The average of a movie ticket that is sold by competitors such as GV or Cathay is
around $6 to $8. By looking at these prices, we will use the penetration pricing strategy. We will
charge movie ticket slightly lower at $5 or $5.50. This will in order for Filmgard to gain market
share. After we reach the certain target, we will in the price at a slow rate. Also, we also have
prices for premium cinemas. The Filmgard premium tickets are set at high price. This is to
portray the uniqueness about the service which Filmgarde offers. This approach is used because
there is an existence of substantial competitive advantage like GV and Cathay.
Place
The strategy that we intend is to open new Filmgarde outlets around Singapore which are
conveniently located for movie-goers. We are also concentrating places such as the Town area
because it is a centralized area that a lot of people hang out there during their leisure times. One
of the questions in our survey has found out that those we have surveyed felt that the main factor
for them in going to the cinema is the place. Hence, we need to locate the new Filmgarde
strategically so that we can gain a larger market share. It is probably at highly popular place
where people hang out. E.g. Orchard.
Promotion
For promotion, from our analysis result, the most wanted promotion was cheaper bulk ticket and
also more movie previewing. Furthermore, the most preferred choice of receiving news of
promotion is via poster.
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Therefore for Filmgard, our intended plan is to have promotion that sells ticket in bulk to attract
more customers and we will advertise about the promotions via poster. Probably the poster
would be put on shopping malls and also bus stop outside places like schools and polytechnic.
People
Since from our survey result, movie goers are most please with Filmgard service compared to
other factors, it shows that our staff have being providing excellent service level to the customer.
Therefore for Filmgard, our plan now is to maintain or increase this level of service standard. We
will provide training for our staffs. For new staff, they will undergo training as for existing staffs,
they would be recalled back for training every 1 year. Awards and bonus will also be given to
staffs that provide excellent service. This is a form of motivation which can therefore further
improve their service level towards customers.
Process
As for process, we would speed up the entire supply process of delivering the movie to our
customers. As mentioned above, customers are most satisfied with Flimgarde service. Therefore
not only should we keep to the current service, in order to ensure consistency and development,
Flimgarde should try to increase its service level. One key issue we can try to resolve/improve is
quene length and time. Flimgarde should set up more counters for the sale of ticket and food.
However, it might be not cost effective to open all counter at all time. Therefore, we suggest
Flimgarde to have a demand management system in which number of counter open are schedule
and plan accordingly to the demand at the point in time. (E.g Saturday night, peak hour, open
more counters, Monday early noon, off peak, less counter)
Physical Evidence
Lastly, for physical evidence, which refers to the ambience of the place, we are planning to
improve it significantly. Base on our research result, customers were not very satisfied with our
seats, with majority feeling that it is not comfortable enough. Therefore, Flimgarde should look
into the possibility of changing the seats and add more cushion to it. (very costly to change all at
once, therefore should change it periodically) In addition to that, in order to forge a good
customer first impression and moment of truth, we will also clean up the theatre and sales areas
frequently. This is to ensure customer would not see a dirty Flimgarde and presume that all
Flimgarde outlets are non-hygiene. Lastly, we will also design and decorate the Flimgarde outlet
to make it more environmentally friendly and attractive.
Objective of the campaign
Campaign Objective
To generate consumer awareness of FilmGarde theatre and also to build long term customer
relationship
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Main Theme
The main theme for this campaign is to bring entertainment to all the customers who visit
Filmgarde. Filmgarde would be using a theme of fairy-wish come true at Filmgarde. The reason
for this theme is because currently Filmgarde doesn’t have any membership card and moviegoers will usually love to have one to enjoy discounted price for movie tickets and food. Thus we
decided to create a membership programme, which is like a wish come true for many of them.
Thus that explains our icon- the fairy.
To further support and highlight our campaign, we will adopt a slogan, “Wish Come true at 1111
at Filmgarde” in our market program. Our theme is also to tap on to the current trend of making a
wish at 1111am/pm. Recently, as the world look forward to the date 11.11.11, a trend for people
to make a wish at either 1111am or 1111pm had being on a raise. Thus our theme is inspires
from this wishing trend. Base on our research, we notice many people would love to enjoy
discounted price for movie tickets and food especially when buying in bulk. And with the
Fimgarde latest offer, their wish comes true! We believe that with this theme, we would be able
to reach out to our target or potential customers easily. Therefore, using this theme will attract
visitors to attend the booths in our campaign.
Detailed Time Schedule of the campaign
It will be held one month before the actual event, and 4 different types of advertising will be
used. They are as the following:
1) Print advertising

Posters
We are putting up posters around Singapore, mainly through Channel Clear, an outdoor
advertising company. This means that buses and taxis shelters will have posters of this upcoming
event, this will allow the people of Singapore to know about the upcoming event and most
importantly, they will be informed of the newly established Cineplex called Filmgarde. This will
allow us to attain the maximum exposure for Filmgarde and the upcoming event as people from
all walks of life uses the public transport.
Full coloured printed poster and banner will also be placed at the campaign itself with the theme
title “Wish come true at 1111 at filmgarde”. We send it to a specialized designer to help us to
design it with a fairy theme.

Newspapers
We are also using the TODAY New Paper to promote the event and Filmgarde, promoting by
printing the poster design on the cover page of the TODAY papers. By doing so, we will be able
to share the info among the different market segments. Everyone from students to adults will be
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reading the TODAY New Paper as the new paper are given out free of charge at different
locations in Singapore, this will allow us to gain the maximum exposure for the event and
promote Filmgarde.

Brochures
Official Filmgarde brochures will be given out to the public along Orchard road. Brochure
distributors will be stationed at the entrance, on highest floor, as well as the bus interchange
opposite the shopping mall. The location was chosen as a large number of locals and tourists will
be there shopping. Brochure distributors will be posted along orchard roads on weekends, from
1pm-7pm, for 1 week.

Flyer
To reach out to more consumers and increasing the awareness of our road show, printed flyers of
black and white will be distributed by the distributors during the road show actual day at around
orchard road to let people know that there is an event going on. The flyer will state information
on where is the event, what time is the event and the event theme title “Wish come true at 1111
at filmgarde”.
2) Online social network

Facebook
We will also be promoting the event through a social network called facebook. By promoting the
event through facebook, we will be able to promote and gain the awareness of the public greatly.
Customers can also get the latest information from there and also a feedback column is available
where customers can share their dissatisfaction on filmgarde.
3) Broadcast advertising
Radio would also be one of the promotion tools that we will use to create awareness and promote
Filmgarde. We have chosen 3 different radio FMS.

98.7FM
We chose this so as to target the young adults to the teenagers. We chose this media as it has a
very high weekly reach of over 900,000 people tuning in. The people are mostly young adults
from Chinese, Malays and Indians. From as young as 10 years old to as old as 30 years of age
starts tuning into this radio station. We will be promoting Filmgarde and its promotions to the
people so that it will create awareness for the brand. Let the young people know that Filmgarde
do exists. As movie-goers are mainly teenagers, letting them know of the promotions that
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Filmgarde is holding is a great advantage for us as 98.7FM mainly hits on the young adults and
teenagers.

Class 95FM:
This channel was chosen to reach out to the white and blue collar workers and even to the
professionals. These adults would be busy working all the time and they would sometime need
some rest and entertainment. For example, just going for a movie. They would also be too busy
catching up with the latest trends and promotions in Singapore. At class 95FM besides hearing
on the traffic news or the world news or economy news, they can also hear about the latest
promotions and events held by Filmgarde and they would also know where to find the
entertainment that they need.

93.3FM
This channel reaches out to the Chinese-speaking population in Singapore. The people tuning in
to this radio station ranges from as young as 15 years of age to 35 and above. Through this, we
can reach out to the housewives, working adults and elderly. Letting them know where they can
spend their weekends with their families at. Thus, by promoting Filmgarde on the radio, we can
create brand awareness for Filmgarde.

SMS
We will also promote the event using SMSs, through the 3 service providers of Singapore,
Singtel, Starhub and M1. As everyone in Singapore who owns a handphone, will either use one
of the three service providers, this means that by getting the 3 service providers to promote this
event by sending an SMS to everyone, we will be able to inform almost everyone in Singapore
about this event. This will allow us to maximize the exposure of this event to everyone in
Singapore.
4) Outdoor advertising

Mini Road Show – Wish come true at 1111 at Filmgarde
Besides the 2 booths that filmgarde will be setting up at the mini road show, it will also offer
other activities throughout the day. These external activities will be absolutely free of charge in
the aim of enticing and attracting the people, creating public awareness to one and all. Videos of
how filmgarde looks like will be screened in an effort to let the public know why filmgarde is
different from other cinemas. There will also be free popcorn and candy floss given out.
The one-day mini road show will be held at the big open space outside Ngee Ann City Civic
Plaza, 11th February 2011, Friday, 1111am to 1111pm. Setting up of the road show canopies and
tents will be constructed a day before. Subsequently, early preparations and clearing up will take
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place 3 hours before and after the actual event. The whole road show will be decorated in a scene
of a fairy-like world.
The road show will also utilize celebrity advertising, 98.7FM DJS (Shan Wee & Rosalyn Lee)
will also be there to launch the “Wish come true at 1111 at Filmgarde!” mini road show and
interact with the public and to bring publicity and promoting to a greater extend. The DJs will
play games with the audience like answering simple questions related to filmgarde such as, i.e
when filmgarde was first opened. They will stand to win attractive price during the games.
We will also hire part time workers to be dressed up as famous movie theme characters such as
Harry Potter, Narnia etc to attract people attention. They will go around orchard trying to
persuade people to join filmgarde membership.
Tasks
Week 1
Week 2
Week 3
Week 4
Actual Event
11th February
2011
Radio Advertisement
Newspaper Advertisement
Posters
Flyers
Banner
Breakdown of Budget Required
Descriptions
Units
Print advertisements:
 The Straits Times
2 Saturdays
Featured in the Life! Section
Fully coloured advertisement on an
entire page
 The Sunday Times
2 Sundays
Cost/Unit ($)
Total Cost ($)
$127,360/2 days
$127,360
$124,768/2 days
$124,768
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Featured in the Life! Section
Fully coloured advertisement on an
entire page
 A0 Posters for the Road
50
Show
 Designer’s fees
1 Design
 Banner for the Road Show 1
 Designer’s fees
1 Design
1000
 Flyers for the Road Show
*1 side print
 Designer’s fees
1 Design
 Engagement of Part Time
25
workers to dressed up as
movie themed characters to
facilitate the road show
 Engagement of brochures
25
&flyers distributors
Radio Advertisement:
 Aired Radio Advertisement
in 98.7FM
*Inclusive of designing and
creating advertisement.
Road Show:
 Booking of Venue – Ngee
Ann City Civic Plaza
 Interior decoration
 Stage
 Backdrop
 Designer’s fees
 PA system
 Air coolers
 Rental of Tables
 Rental of Chairs
 Engagement of DJ’s as
Emcee
*Shan Wee & Rosalyn Lee from
98.7FM
 Makeup artiste for the
mascots
TOTAL
$28/per poster
$80/per design
$77.04/per banner
$1,480
$80/per design
$230/1000 copies
$157.04
$80/per design
$8/hr
$310
$2,400
$6/hr
2 consecutive
weeks on
weekends
$2,700
28 days
$14,560/4 weeks
program
$14,560
1 day
$15/square foot
$45,000
1 day
1 day
1 day
1 design
1 day
6 sets
20
20
2
$5,570/per day
$2,500/per day
$410.88
$150/per design
$350/per set
$500/per set
$6/per table
$1/per chair
$1,000/day’s work
$5,570
5
$50/mascots
$1,250
$3,060.88
$350
$3,000
$120
$20
$2,000
$334,105.92
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Campaign Information
We will be organising a mini road show. It will also offer other activities throughout the day.
These external activities will be absolutely free of charge in the aim of enticing and attracting the
people, creating public awareness to one and all. However our main aim of this whole road show
is to encourage these people to sign up for our membership card.
The road show will also utilize celebrity advertising, 98.7FM DJS (Shan Wee & Rosalyn Lee)
will be there to launch the “Wish come true at 1111 at Filmgarde!” mini road show and interact
with the public and to bring publicity and promoting to a greater extend.
Part time workers will also be hired and they will have to dress up as famous movie theme
characters such as Harry Potter, Narnia etc to attract passer-by attention. They will also be going
around orchard trying to persuade more people to join filmgarde membership.
The year 2011 has arrived. In this New Year, we have decided to come up with a membership
card to tap into the marketing and reach out to more people to know more about filmgarde. This
membership card will cost $11 for the first 1111 people who sign up for the card. Subsequently,
the rest will pay $15. The card will be valid for 11 months and it is renewable at a cost of $5.
Sign up for the membership card on 11 Feb 2011 and you can use to membership card to claim
for 2 movie ticket with 50% discounted price.
This membership card is a newly launch filmgarde membership card which helps accumulate
point whenever customer spend on FilmGarde (movie or their food product etc.) Every $1 spent
will earn you 1 point. When one reach a certain amount of point, they can claim certain benefits
from filmgarde.
Every 11point entitled to $1 off movie ticket ,
50point- 50% off any movie ticket on weekday
70poin- Free popcorn and drinks
100point- Couple seats at half price and purchase of couple meal box at $10
*Couple meal box contains 1 regular drink, 1 medium box popcorn & 1 box of nacho chips
111point- Buy any amount of ticket at 30% discount
Methods to evaluate the results of the campaign against its objectives
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The evaluation of the campaign’s results has to be measured against their objective which is to
introduce FilmGarde’s membership to the public, creating a brand identity and public awareness
at the same time. Only then it will show if the campaign had impacted Filmgarde positively, or to
reveal the problems occurred and to improve on it the next time. There are 2 ways to conduct
such an evaluation.
Method #1: Post Campaign Survey
One of the methods that have been identified is to conduct a post campaign survey. After the
entire promotional process, survey can be conducted on either the similar target market or
visitors who visit the road show with the aim of finding out whether or not the objectives have
been achieved. Hence, the feedback and response from them will show whether the campaign
has increase their awareness of Filmgarde, ensuring a stronger product positioning, and to have
more recognition for Filmgarde.
By analysing the results from this survey, evaluation can be made to see how successful the
campaign is base on its objectives which is base on the minds of the responders.
Method #2: Analysing and monitoring sales of the movie tickets
The other method that can be identified is to monitor the sales of movie tickets. As one of the
campaign objectives is to create a brand identity, this method definitely has to be deployed. By
monitoring the sales of movie tickets, it will show a very clear picture whether or not the
campaign is successful in achieving its objective of creating a brand identity.
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