Wgu C212 Marketing Vvt2 Task 1 Essay - 1849 Words

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 services.†¦show more content†¦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 mem bership into the various tiers will include: ââ€" ª VIP access for ticket sales for premieres ââ€" ª Front of line for premieres and other lines ââ€" ª 10% Discount on food and beverages ââ€" ª Access to special premium seating when available ââ€" ª Discount tickets at specific screenings, matinee, special screenings etc. ââ€" ª 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