Service Marketing of Everyman Cinema

Podcast

PODCAST TRANSCRIPT FOR SERVICE MARKETING OF Everyman
Cinema
A warm welcome to everyone who has been listening this podcast. We are going to
discuss the service marketing of Everyman Cinema. This cinema company is currently operating
at the very large scale in the United Kingdom. Currently we have 27 cinemas in different
location across the country, and CEO of the Everyman cinemas Mr. Crispin Lilly nowadays
focusing on open some cinemas in other countries as well. The business it too large and is well
spread across UK. Everyman cinemas was founded in 2000. Before we proceed further towards
the service context I would like to highlight some of the facts from the history of organisation.
From company opening to date we always try to use latest and modern marketing strategies in
our marketing campaigns. In these campaigns the management mainly focus on showing some
fancy advertisements to people. These fancy advertisements are the best key to attract lots of
people towards brand. From existing performance of Everyman Cinema, it will not be a lie to say
that this marketing strategy is really very effective achieve large customer base in the market. I
will give some glimpse of market trends which have significant impact on business.
Market trends really affect Everyman cinemas. For example; currently people like to
watch biopic films, so this market trend affects organisation to most run those films in cinemas
which has based on biopic category. Another example is, in initial time period Everyman Cinema
showed only action films to people in 2000 to 20005, because at that time people used to prefer
watching action films. That's why it gained large customer base in initial period.
In this context it can be observed that market trends highly affect a business, in which
one should always prepare a pre-plan to productively deal with different market trends
(Chowdhury, 2019). The next element which I would like to cover in the series is main
competitors of Everyman Cinema in market. There are Empire cinemas, the light cinemas, Scott
cinemas, Vue cinemas, Cineworld, and Merlin cinemas etc. which are considered as tough
competitors for Everyman Cinema. These cinema companies are really giving tough competition
in terms of service quality and range. To understand their impact, it will be helpful to understand
major competitive challenges which have been faced in business journey of Everyman Cinema.
Their marketing team is so creative which always develop different productive ways of
promotion, but many times these competitors start to copy productive and innovative strategies

and service tactics of Everyman Cinema. This is the main competitive challenge organisation
always face.
Background of customers, like their behaviour, type and preferences are also critical
elements which influence nature and effectiveness of service quality. customers of Everyman
Cinema are coming from all age groups. They are really satisfied with our services. Mainly
customers who come from young age group are loyal customers for us. They never choose any
other cinema company to watch a film. Many times competitors of Everyman Cinema provide
effective offers to loyal customers, and which is perceived risk for the success of organisation.
But still there are loyal customer who watches films in Everyman cinemas only. The presence of
such loyal customers is too good for business growth.
Now we must shift our focus to service quality of brand Everyman cinemas. According to
high market image and reputation service quality can be considered as excellent, but many
according to many business critics there is still need to improve service quality. Currently people
within organization like marketing team CEO, HRM, etc. are putting huge efforts in respective
workplaces to improve service quality of business. There is a marketing model named
SERVQUAL, which will really help to properly complete market research task (McCollough and
Shook, 2017). This model need to be implemented in marketing operations to systematically
understand perceptions and expectations of customers. This model will help in knowing various
information about customers, like their possession, mental stimulus and other aspects, etc. Then
it will be possible for Everyman Cinema to provide services according to major needs of
customers.
Firstly, service providers must ask their customers about what they expect from
Everyman cinemas. Then organisation can proceed to serve finest services to them.It will
positively influence various aspects of business environment. For example; core, facilitating and
supplementary service components, moment of truth, service attributes and approaches to
branding adopted etc. Everyman Cinema need to start take advantages from digital marketing. It
is the finest marketing strategy in the current time. This strategy will contribute in polishing
these all aspects of your business environment.
Currently Everyman Cinema is using digital marketing in marketing campaign, but at not
at large scale. Now in order to retain customers for long term and to improve service quality
Everyman Cinema must start to using it at the large scale. This strategy can impact service