Marketing City

Sunil Punjabi
Sunil Punjabi
CEO,CINEMAX
Differentiate Strategies in place with your Competitors

The big differentiator of Cinemax has been that though it competes with other players on luxury, Cinemax has always positioned itself as a value for money destination.

Unique strategies that gone unseen or a superhit.

Cinemax has been a destination of Film Festivals and alternate content. This has a very large trade impact, but not much consumer impact.

Market share Captured

Cinemax has now gained around 30% more market share in the last 2years.

Positioning products in market

The positioning of Cinemax has always been Value for Money

Brand Identity creation

At Cinemax we believe that the product that we sell is a brand. Hence, we work with studios more, to deliver large share of voice

Strategies in place

The current year strategy is 'Mobility'. Cinemax is pushing consumers to book online, on the mobile using 'social media' to drive sales.

Today's Marketing Trend

Marketing is fast changing. Its definition is changing, since the way the consumers consumes is changing.

Biggest pain point

The biggest pain point in our business has been government taxes and regulations. Today that is hurting us in forms of growing business and also in the way we do our business.

Matrix to Long sale cycle and multiple Buyers at same time

We talk sales through 4 cycles:
  • One time patron
  • Latent Patron
  • Repeat Patron
  • Lapse Patron

Accurate model of customer's buying process

We have mapped the customer process accurately.

Relationship of Marketers with the CEO's

The marketer role is an essential relationship since marketing helps enhance revenues.

From a customer point of view Purchasing of a product Is


Ease of availability when it comes to tickets and quality when it comes to F&B.

Opinion on Mobile Marketing

Mobile marketing is the future. Our business is a consumer business and a commodity which is perishable. Hence one-on-one marketing is essential.

Thoughts on Social Media Monitoring Tools


Social media is developing and hence too early to comment.

Past, present and future of Marketing for marketing experts

ROI is the past, present and future of marketing. Marketing is an investment and hence needs to deliver ROI.

Opportunities for Business in 2012- the ways to take advantage of them

Our business is content based and with a strong flow of content, the opportunity is large.







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