Report on the Marketing plan of 7D cinema in the Oman

Executive Summary of 7D cinema in the Oman

            In this marketing plan report, different elements of the marketing plan are discussed such as marketing plan objectives, marketing strategy, marketing mix, as well as, evaluation & control matrix. It is detailed that the SMART framework will be used to have an effective marketing plan, which will be used to derive a marketing strategy. The marketing strategy has explained the segmentation, targeting, and positioning of the 7D cinema. The marketing mix has discussed the 7 Ps of marketing. Overall promotion and marketing strategy will sue the essence of social media. In the end, evaluation criteria are also discussed with key performance indicators (KPIs).

 Report on Marketing Plan of 7D cinema in the Oman

Introduction and Objectives of 7D cinema in the Oman

            In this marketing plan report, the focus would be given to the 7D cinema theatre, which was recently opened in Oman. The cinema is opened in the city of Nizwa, which is located at the Nizwa Science and Technology Centre. The purpose of opening this 7D cinema is not only linked with entertainment, but it is also opened to serve some educational purposes for the youth of Oman. So, this cinema will not be a beneficial project for students only, but it will be a great project for faculty members as well (Times of Oman, 2019). So, this marketing plan will be discussing some major marketing elements for this 7D cinema theatre of Oman.

Current Market & Brand of 7D cinema in the Oman

            According to PESTLE analysis, it is evident that the economic conditions of Oman are in good shape due to its oil-based economy, but still, they are trying to diversify their economic portfolio as much as possible (The Heritage Foundation, 2020). The society of Oman is very much following the essence of religion, but the new generation is also adopting modern values (Wippel, 2013). The use of technology is also increasing with the passage of time. The effort of opening this 7D cinema for educational purpose is an indication that they are looking to develop a knowledge-based economy (Al-Ruzaiqi, 2015). So, it is a great strength for 7D cinema to get the attention of the people of Oman, especially the young generation, because the modern generation is looking to adopt a modern lifestyle. The traditional social values will take time to turn into the favor of modern values, but it is happening gradually. The opportunities are so many for 7D cinema to get popularity because modern trends are being adopted, and this modern lifestyle do relate with such kind of projects (Medhat, 2018)

Marketing Plan Objectives of 7D cinema in the Oman

            The SMART framework will be used to develop marketing plan objectives of this 7D cinema. Following are the elements of marketing objectives as per SMART framework:

S – Specific of 7D cinema in the Oman:

            7D cinema is looking to increase its viewership with the passage of time. The specific goal is to get involved a maximum number of students, educational institutes, as well as, faculty members from all parts of Oman. The main objective is to serve more than 50000 students and faculty members till the end of the year 2020, who are engaged in watching entertainment plus educational films, documentaries, etc.

M – Measurable of 7D cinema in the Oman:

            To measure the success of the marketing plan as per its specific objectives, there will be the measurement on a monthly basis. Each month, it will be made sure that around 6000 students and faculty members along with the general audience are attracted towards this 7D cinema.

A – Achievable of 7D cinema in the Oman:

            It is important for the marketing objectives to be achievable. That’s why a realistic goal is set, which is to attract around 6000 people as the audience for this 7D cinema. Looking at modern trends and lifestyle of people of Oman, it is very much achievable objective to attract more than 50000 persons till the end of the year 2020.

R – Relevant:

            The marketing objectives mentioned above are very much relevant to the overall mission and vision of the company as it is looking to engage more students and faculty members along with general audience so that Oman can move towards a knowledge-based economy, where education is the key for growth and development.

T – Time-Bound:

            The initial marketing plan is time-bound as it has been mentioned earlier that goals are set for the year 2020. So, it will be evaluated at the end of the year 2020, how many objectives were achieved, and what was the ratio of success or failure.

Marketing Strategy

Segmentation:

            Different segments of society have different taste regarding a variety of things, and the cinema audience is also one of such segments. In Oman, the primary segment of this 7D cinema is the young generation, mostly students. The other major segment for this 7D cinema is the general audience, who are following the modern trends and lifestyle. So, these are two primary segments, which will be focused in this marketing plan.

Targeting:

            It is one of the most important parts of the marketing strategy because whatever segment has been selected, it is vital to target that particular segment with a clear message, otherwise, a business can never capture the attention of its desired segment (Uddin , 2018). It is a fact that the use of the internet and social media among youth is increasing in extensive numbers, which means that the internet and social media can be an effective tool to target market segments, which have been selected during the segmentation process. So, both primary segments of this 7D cinema will be targeted through targeted campaigns on social media platforms such as Facebook, Instagram, Twitter, etc. Targeted marketing campaigns will be launched to get these segments attracted towards this 7D cinema.

Positioning:

            It is important for this 7D cinema to determine a value proposition in the minds of people of Oman, which is not provided by any other cinema. The product is positioned in the minds of consumers with its distinguished features, and the best part for this 7D cinema to get ahead of its competitors is that it is the first 7D cinema in Oman. If there would have been other major competitors with 7D cinemas, then the company will have to look for other value propositions.

Marketing Mix Strategy and Budget Recommendations

Product:

            The product for this marketing plan is the 7D cinema, which has been opened by the Nizwa Science and Technology Centre. This 7D cinema will offer a variety of educational and entertainment content for the audience to watch on a regular basis.

Place:

            This 7D cinema is located at the Nizwa Science and Technology Centre in the city of Nizwa. Initially, this will be the only cinema to serve its market segments. However, if cinema gets a good response from the audience and target market, then there is a plan to expand the number of cinemas by opening new cinemas in other major cities of Oman. But it is all dependent on the success of this 7D cinema.

Price:

            It is vital for the company to understand that price is one of the critical elements to keep in mind because the price is one of the major driving forces for people to buy any product or avail any service. So, it has been decided that regardless of its modern and young market segments, which may have better affordability, still the pricing strategy will be based on affordable prices. So, the initial price for a single ticket for the audience will be 20 to 30 OMR. This price will be reviewed after looking at the response from the market segments.

Promotion:

            A diversified promotion strategy will be adopted by the company; however, it will have its primary basis on the promotion through social media channels. Facebook, Instagram, as well as, Twitter will be used. The new pages and accounts will be made for the cinema and these pages will be promoted through targeted and paid advertising campaigns. The ads will also be published on print media and national TV. All of these media channels will help to get the message to as much target consumers as possible.

People:

            It has been decided that the cinema will hire staff with relevant experience in cinema and customer services. It is a fact that customer services are a key to attract more audience into the cinema, so a trained and experienced staff will be hired so that they can satisfy the needs and demands of customers in a best possible manner.

Process:

            The business process will be simple avoiding any complex standards and procedures. It is vital to have simple processes, which are easily understood by the staff to deliver quality services.

Physical evidence:

            This 7D cinema is built with state of the art facilities, providing a quality environment in every term. It is understood by the Nizwa Science and Technology Centre that people are looking for a high-tech place with quality entertainment. So, a state of the art facility has been developed with modern style and architect. The physical appearance of the cinema is beautiful and attractive, and it has all the essential elements, which may be required in a modern building or place.

Evaluation and Control

            This marketing plan will be evaluated on the basis of a few key performance indicators (KPIs). The first performance criterion will be the number of visitors each month. It is a quantitative measure, which will be used to see the effect of the marketing plan on the overall success of the cinema. If the number of visitors will be increasing with each month, then it will be considered that the marketing plan is doing well, but if visitors are not increasing, then the marketing plan will be revised to see, why things are not happening as per expectations. The second primary evaluation criteria will be the response of target segments through social media pages. It will be analyzed how many people have liked the 7D cinema’s page on Facebook, how many people are following on Twitter and Instagram, etc.

References

Al-Ruzaiqi, D.S., (2015) How is Oman’s digital strategy progressing?, [Online], Available: https://www.weforum.org/agenda/2015/04/how-is-omans-digital-strategy-progressing/ [29 May 2020].

Medhat, (2018) Here Are 9 Ways Oman Is Modernizing, [Online], Available: https://theculturetrip.com/middle-east/oman/articles/here-are-9-ways-oman-is-modernizing/ [29 May 2020].

The Heritage Foundation (2020) Oman, [Online], Available: https://www.heritage.org/index/country/oman [29 May 2020].

Times of Oman (2019) 7D cinema theatre opens in Oman, [Online], Available: https://timesofoman.com/article/2141711/Oman/7D-cinema-theatre-opens-in-Oman [29 May 2020].

Uddin , (2018) Marketing Strategies Using Segmentation, Targeting and Positioning Model, [Online], Available: https://www.evolok.com/blog/developing-marketing-strategies-by-using-segmentation-targeting-and-positioning-model [29 May 2020].

Wippel, (2013) Regionalizing Oman: Political, Economic and Social Dynamics, Springer Science & Business Media.