The company that we choose is a Tanjong Golden Village Cinema [TGV]. TGV Cinemas Sdn Bhd owns and operates the largest multiplex circuit in the country. TGV has 100 screens in 13 multiplexes. In line with its vision to provide the “ultimate cinema-going experience” to the discerning public TGV offers numerous facilities and conveniences, such as generous seating gradients, sophisticated digital sound and projection systems, central computerized ticketing system with integrated tele-reservation hotlines, and facilities for the handicapped including special wheelchair lifts. TGV is the market leader in cinema design and technology, and continues to bring the latest in movie-going to the Malaysian public.
TGV Cinemas Sdn Bhd (TGV) is a wholly owned subsidiary of Tanjong plc. Tanjong public limited company was incorporated in England on 2 January 1926 as Tanjong Tin Dredging Limited. The name of the Company was changed to Tanjong public limited company in 1991 following the restructuring of the Company and the acquisition of Pan Malaysian Pools Sdn Bhd. Tanjong shares were re-listed on the Kuala Lumpur Stock Exchange and the London Stock Exchange plc on 24 December 1991. The authorised capital of the Company is £33,750,000, comprising 450,000,000 shares of 7.5 pence each of which 398,767,136 shares of 7.5 pence each have been issued and fully paid as at 30 April 2004.
We can see the chart above the different promotion pricing ticket every day. So, the TGV wants to attract more customer with this promotion price special and difference from other cinema company. This is shows that TGV using a sales promotion in term to advertising their advertisement in their own website.
The advantages of using the sales promotion is sales promotions have a significant effect on the behavior of consumers and trades people. Such promotions can bring in more profits for the manufacturers because they permit price discrimination.
1. Price discrimination.
Producers can introduce price discrimination through the use of sales promotions. They can charge different prices to different consumers and trade segments depending on how sensitive each segment is to particular prices. Coupons, special sales events, clearance sales and discounts are examples to explain the trend. This is using by the TGV because the other cinema company did not have the price discrimination.
2. Effect on consumer behavior:
As sales promotions are mostly announced for a short period, customers may feel a sense of necessity and stop comparing the alternatives. They are persuaded to act now rather than later. The consumer of TGV must buy the ticket because they want save more money and enjoy their self watching the movie. Accordingly, they decide whether want to buy a cheaper price ticket or expensive than TGV ticket pricing. Moreover, the ticket is limited for a one movie shows, therefore the consumer must hurry up to buy the ticket in TGV.
TGV Gift Vouchers. TGV Gift Vouchers are open to any movie, anytime, at any TGV cinemas. In addition to TGV Gift Vouchers, TGV offer another incentive for your guests when they attend your functions at TGV cinemas – TGV Concession Gift Vouchers. Your guests will definitely enjoy the occasion more with our well known refreshments.
When TGV have developed their TGV Gift Vouchers, they use the publicity in advertising. This gift vouchers using for the corporate company who wants to make any occasion in their hall. This is the specialty for their customer because they can get the vouchers. Surely, the customer will love it with this extra value. This called as publicity because TGV involve with special publications and special event sponsor. This voucher use when the company or other corporate wants to book their halls to held any events.
1.2 OBJECTIVES OF TGV
The objectives TGV did the sales promotion with advertising is to attract more people or consumer to being their new customer. They want to get a lot of new customer to growth up their profit. The other reason is they want maintain the sales even during the seasons off. This is means when they don’t have any new movie coming out, they want the sales is maintain. That’s why they introduce the promotion price every day. They want the customer being loyalty with them and buy more than usual. The sales profit is use to compete with other company cinema. TGV try to win the market share among the cinema company.
Other than that, TGV now days, introduce the contest in their website. They made a contest with the new movie coming out in cinema. They try to attract more people to enter this contest and win their exclusive pack.
Their prize is expensive and can attract more people to enter the contest. This is tools their use to did some promotion in their website.
The other objective is they want more people to surf their website and looks their new movie and their new cinema hall with their own eyes. Then, they can compare to others cinema company halls.
The objectives of TGV makes the advertising is to introduce the first cinema company that the customer can book online and choose their own places in hall to watch the movie. The other cinema did not have this type of advertisement. The customer can online with the registration of member TGV, than choose the movie they want watch and select the places they want. This is make customer more satisfy with them.
In their website, they have state eight reasons to choose their cinema.
- Stadium seating
- Cup holder
- Digital Sound
- Double arm rest
- Variety of screens
- Wide screens
- Phone order
With this eight reasons, the customer more like them other than their competitor that is GSC, Golden Screen Cinema. Stadium seating is more comfortable because the view can be more attractive. We do not have to see the head of people. Cup holder its make easier, while watching movie, we can put our drinks at the cup holders. Digital sound is the best because the customer likes the more experience they get when watching the movie. With the double arm rest, more comfortable while watching movie. Like watching in our home. Parking is available. Variety screen in their different hall. So, the customer can feel the different with the different screens. Then, the last one is customer don’t have to queue up the line to buy the ticket. They can buy the ticket with phone booking or e-booking in their website.
The tools that TGV use to make their different from other cinema are publicity vehicles. There is news release, the movie that coming soon they have their advertisement in their website. This is a broadcast that they use to give a view of the movie coming soon. They also have special events to hold in their halls. Is like promotion mix using very well combine to get the best advertisement from others. Their website is an important role play to develop a new advertisement and including their promotions events.
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