Wgu C212 Marketing Vvt2 Task 1 Essay

1849 Words Nov 22nd, 2015 8 Pages
EdgeMark New Services and Marketing


Marketing C212

February 2nd, 2015

EdgeMark New Services and Marketing

EdgeMark Cinemas are a chain of movie theaters located in 37 states with 475 theaters in those states covering the west coast, east coast, and Midwest. EdgeMark’s profits, like other cinemas, have been in a small but constant decline over the last 12 years. Industry Wide Average of 2.05% ticket sales decline per year for the last 12 years also, when adjusted for inflation, revenue has dropped an average of 1% a year for the past 12 years (Domestic Movie Theatrical Market Summary, 2015). The chain is currently looking to increase ticket sales, loyal customers, and profits by adding additional products and
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Premium Membership
The first new service is aimed at rewarding loyal customers by offering them a selection of memberships that would make their regular movie going experiences more pleasurable and inviting. The membership would consist of four tiers consisting of silver, gold, platinum, and diamond. The benefits inferred upon membership into the various tiers will include:
▪ VIP access for ticket sales for premieres
▪ Front of line for premieres and other lines
▪ 10% Discount on food and beverages
▪ Access to special premium seating when available
▪ Discount tickets at specific screenings, matinee, special screenings etc.
▪ Special screenings with access to a premium food and beverage menu for VIPs only
Currently there are no major regular cinemas in the United States which offer such membership or perks, giving EdgeMark Cinemas a competitive advantage. Only luxury cinemas and foreign cinemas currently offer membership and premium services. As certain memberships confer a privlidge to bypass many unpleasant parts of the movie going experience, customer would be drawn to EdgeMark versus competitors.




Special Viewings
The second service targets the enticement of new customers while also catering to loyal customers. This service would consist of…

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